So let's talk a little bit about some of the marketing applications of conditioned product associations. And there are many of them. Advertisements often pair a product with a positive stimulus, such as music or imagery to create a desirable Association. subjects who viewed a slide of pens that were paired with either pleasant or unpleasant music, were more likely later on to select the pen that appeared with the pleasant music. And classical conditioning is at work when famous people license their likeness or in some cases, their children license their likeness and put it on various kinds of products. Essentially, they're trying to transfer the positive feeling that people have about the celebrity to some line of products that they're now connected with.

So here we have, for example, a line of drinks that feature the light As of Bob Marley, but we can even take that strategy a step further. Because Bob Marley's children have continued to use the popularity of his name, even though he's been deceased for a number of years, and extend the value of that name to other products as well, and that includes a line of swimsuits, and even a line of medical marijuana. Another application of classical conditioning is a so called family branding strategy. Where a corporation puts its name on a variety of products that it makes. General Electric is a great example of a corporation that relies heavily upon a family branding strategy. So you'll see the GE name showing up on a very broad range of products, ranging from financial services to aviation And of course product line extensions where we might come up with a new product that perhaps combines the equity that is linked to existing products.

So here we have a marriage between Starbucks coffee and Jim Beam liquor to make coffee liqueur. And here we have a new venture by Vogue magazine where the magazine is starting to open cafes around the country and around the world. Licensing is another application of classical conditioning. companies often rent well known names, hoping that the learned associations they have forged will rub off on to other kinds of products. I'm not sure if this line of fragrances actually smells like lighter fluid, but I hope not