The celebrities are the stimulus (the unconditioned stimulus) who elicit feelings of warmth or admiration (which is the unconditioned response). Pairing a neutral stimulus (known as the conditioned stimulus) such as brand name with unconditioned stimulus over time will cause consumers to associate the original unconditioned response with new stimulus. After repeated parings the conditioned stimulus alone will produced feelings which are the conditioned response.
US (celebrities) gives UR (warm feelings)
Pairing CS (Coke) with US (celebrities)
gives UR on CS
Does that make sense to people out there?
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Hi,
Thanks for your comments on my blog regarding leadership. In terms of the qualities that Canter was describing for leaders, I do actually think that you probably need to consider others feelings after a plane crash, obviously a very emotional time and if you are working with people rather than against them you will surely obtain a better result! But then again I have never been in that situation so I wouldn't know.
Political awareness obviously won't be of much help if you're stranded on an island somewhere but in most real world leadership settings than it is probably something that will benefit leaders rather than harm them. I suppose it is as much about having a broad understanding of the environment you are in and been able to relate that to other people.
You're post on classical conditioning - celebrities and brand name does make sense. It is something that marketers have used for a very long time, trying to associate popular celebrities with their products so that the rest of us (non celebrities) purchase them.
It is a strategy that personally does not work on me, mostly because i tend not to idolise people but thats not to say that it doesn't have an enormous effect on the population in general.
Anyway, good luck with your blog.
Cheers
Sam
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