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 ...

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 ...