Posted: July 6th, 2023

ATTITUDE FORMATION

ATTITUDE FORMATION
Advertisers successfully use classical conditioning strategies to persuade consumers. Imagine that you are an advertising manager. For this Discussion, imagine the following scenario:

You are the advertising manager at an agency that has been hired by a corporation preparing to launch a new product. Your assignment is to design an advertisement that promises to popularize the new product and ultimately boost the corporation’s profit margin. A national ad launch guarantees the new product will have wide visibility, putting pressure on you to deliver a message that will encourage consumers to purchase the product.

For this Discussion, you will apply classical conditioning strategies to an ad campaign and analyze the formation of attitudes by classical conditioning.

RESOURCES

Be sure to review the Learning Resources before completing this activity.
Click the weekly resources link to access the resources.

WEEKLY RESOURCES

TO PREPARE
Review the Learning Resources for this week and consider classical conditioning strategies employed to create positive attitudes.
Also, consider how advertisers employ classical conditioning strategies to increase the desirability of their products.
Create a fictional product not yet on the market and design an advertisement (i.e., print, radio, television, or some other type of media ad) that uses classical conditioning strategies. Search the Internet for ideas to guide you as you design an advertisement.
BY DAY 3
Post a description of your fictional product and your advertisement. Describe the process by which classical conditioning creates favorable attitudes sufficient to encourage consumers to buy the product.

BY DAY 5
Respond to at least one colleague’s posts and identify the elements of classical conditioning in your colleague’s advertisement (i.e., unconditioned and conditioned stimulus, unconditioned and conditioned response). Then, determine whether or not you have been persuaded to buy the product and what persuaded you.

Be sure to support your postings and responses with specific references to the social psychology theory and research. In addition to the Learning Resources, search the Walden Library and/or Internet for peer-reviewed articles to support your post and responses. Use proper APA format and citations, including those in the Learning Resources.

RESOURCES /REFERENCES

Aronson, E., Wilson, T. D., Akert, R. M., & Sommers, S. R. (Eds.). (2019). Social psychology (10th ed.). Boston, MA: Pearson.
Chapter 7, “Attitudes and Attitude Change: Influencing Thoughts and Feelings”
Note: Viewing media and interactives embedded in the electronic version of this course text is not required for this course.
Staats, A. W., & Staats, C. K. (1958). Attitudes established by classical conditioning. Journal of Abnormal and Social PsychologyLinks to an external site., 57(1), 37–40.
Levy, N., Harmon-Jones, C., & Harmon-Jones, E. (2018). Dissonance and discomfort: Does a simple cognitive inconsistency evoke a negative affective state? Motivation ScienceLinks to an external site., 4(2), 95–108. http://dx.doi.org/10.1037/mot0000079

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Product Description:
The fictional product I have created is a revolutionary energy drink called “VitalCharge.” VitalCharge is designed to provide an instant boost of energy and enhance mental focus, making it the perfect solution for individuals who lead an active lifestyle or need an extra kick during their busy days. It comes in a sleek, portable can and offers a refreshing and invigorating taste that consumers will love.

Advertisement Description:
The advertisement for VitalCharge will be a 30-second television commercial. The commercial opens with a scene depicting a person feeling tired, unmotivated, and struggling to concentrate on their work. The colors in this scene are muted and dull to emphasize the lack of energy and vitality. Then, the scene transitions to the person opening a can of VitalCharge, and as they take a sip, the atmosphere transforms.

The screen bursts with vibrant colors, and the person’s energy levels soar. They become more alert, focused, and enthusiastic. The background music changes to an upbeat, energetic tune, and the person’s surroundings become more dynamic and exciting. They effortlessly complete their tasks, showcasing enhanced productivity and performance.

The voice-over in the advertisement emphasizes the benefits of VitalCharge, highlighting its ability to provide an instant energy boost, enhance mental focus, and revitalize the body and mind. The tagline appears on the screen: “Experience the Power of VitalCharge. Unleash Your Potential!”

Classical Conditioning Strategy:
Classical conditioning can be utilized in the advertisement for VitalCharge to create favorable attitudes toward the product. The conditioning process involves pairing the unconditioned stimulus (UCS), which is the instant boost of energy and mental focus provided by VitalCharge, with the conditioned stimulus (CS), which is the visual representation of the product and the positive experiences associated with it.

In the advertisement, the initial scene of the tired and unmotivated person represents the unconditioned response (UCR) of low energy and lack of focus. As the person consumes VitalCharge, the taste and effect of the drink become associated with the UCS, leading to the formation of a conditioned response (CR) of increased energy, heightened focus, and enthusiasm.

Through repetition and consistent pairing of the UCS (VitalCharge) with the CS (visual representation of the product and positive experiences), consumers watching the advertisement will develop positive attitudes and associations toward VitalCharge. The vibrant colors, upbeat music, and dynamic scenes further enhance the conditioning process by creating a positive emotional response, reinforcing the desired attitudes.

The advertisement aims to persuade consumers to purchase VitalCharge by appealing to their desire for increased energy, productivity, and success. By showcasing the transformation from tiredness to vitality, the advertisement taps into individuals’ aspirations for an improved lifestyle and positions VitalCharge as the key to unlocking their full potential.

Reference:
Aronson, E., Wilson, T. D., Akert, R. M., & Sommers, S. R. (2019). Social psychology (10th ed.). Boston, MA: Pearson.

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