Traditionally the only function of the affective stimuli contained in advertising, such as good melody, attractive models, and touching scenes, has been thought to attract audiences' attention. However. Gorn (1982) did an experiment in a musical context, which showed these affective appeals could also influence the consumer's product preference through the process of classical conditioning learning. As a result. many researchers have performed similar studies and experiments. but reached 0 consistent conclusions.
This research reviews six representative studies, and discusses the possible reasons for experimental differences. We also conducted a more realistic experiment to test the effects of classical conditioning for an affective commercial.
