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.

Journal of Advertising, Vol. 27, No. 1 (Spring, 1998), pp. 23-31 (9 pages) The researchers investigated the long-term effects of classically conditioned attitudes toward a brand. In two experiments, ...