The application of associative learning in advertising has been shown to effectively alter consumer perception. Research demonstrated that men who viewed a car commercial featuring an attractive model subsequently rated the car as faster, more appealing, and better designed compared to men who viewed the same car advertisement without the model (Cialdini, 2008).

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Advertising executives apply the principles of associative learning by pairing a product with a desirable stimulus. For example, by associating an attractive model with a car in a commercial, viewers may come to see the car itself as more desirable.

Associative Learning in Advertising

Spielman, R. M., Jenkins, W. J., & Lovett, M. D. (2020, April 22). Psychology (2nd ed.). OpenStax. https://openstax.org/books/psychology-2e/pages/1-introduction

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