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 ...

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.

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 ...

This article was published in Scientific American’s former blog network and reflects the views of the author, not necessarily those of Scientific American Classical conditioning is one of those ...

I have written previously about the fact that in today’s increasingly digital world, not every person who is compulsive with pornography is a traditional (trauma-driven) compulsive person. (See my ...

Researchers at Tel Aviv University have discovered that the brain cannot learn simultaneously through both classical conditioning and operant conditioning. In fact, the brain actively prevents the ...