Do features like humor, sex, color, and music in a commercial merely increase our attention to product information in a message, or can they directly influence our attitudes? The results of an ...

When J. B Watson was kicked out of academic life, he turned his skills in classical conditioning to advertising. Contemporary marketers continue to treat us like salivating dogs, or blinking rabbits.

Why do humans purchase the things that they do? Why do they choose certain brands over others? One of the most powerful things that influences consumer behavior is a basic psychological concept called ...