Schiffman & Wisenblit (2015), define classical conditioning as a “‘knee-jerk’ (or automatic) response that builds up through repeated exposure and reinforcement.” (pp. 124). For example, when consumers see their favorite celebrity, athlete, or musicians buying a specific brand or product they are more incline to purchase themselves. Therefore, buying a six-pack of Gatorade is consider classical conditioning. Instrumental conditioning also known as operant conditioning “is the idea that a person’s behavior is modified by its consequence.” (Forbes, Lutz, 2012). For instance, most consumers have their preferable stores to go to because the experience they have previously encounter was favorable. Hence, making preferring to purchase jeans at a
