In the previous article, we introduced the principle of random reward-that is, random reward can make users addicted to products, which is actually a conditional effect.

The so-called conditioning refers to the connection established between external stimuli and organism reactions under certain conditions.

Generally speaking, it means that the product is connected with the good feelings of users, so that when users see your product, they have a good feeling, and then they are more willing to use your product, even infatuated with your product.

conditioning includes two types, one is classical conditioning and the other is operational conditioning.

The random number reward mentioned last time is an application of operational conditioning. Let's introduce in detail the theory and application method of another kind of conditioning-classical conditioning.

Try to think about the following situations:

I guess your answer may be no. Although the food itself is safe, it always feels strange in some places, right?

behind this is actually the classical conditioning.

classical conditioning was first discovered by Pavlov of Russia. He once did a well-known experiment. He used the phenomenon that dogs drool before seeing food or eating, and gave some signals (such as ringing bells) before each feeding.

After several times in a row, he tried ringing the bell once but didn't feed it. He found that the dog was still drooling even though there was nothing to eat.

Before the experiment, the dog would not respond to the "bell ringing". He deduced from this that after several consecutive experiences, the dog regarded "ringing the bell" as a signal of "eating", which led to the drooling phenomenon only after "eating".

the above process is a standard situation in which the conditional action takes effect. This situation involves four matters, two of which belong to stimulation and two belong to the body's response.

In this process, food is an unconditional stimulus, which will naturally trigger the dog's physiological reaction-salivation. For dogs, the bell is nothing special at first, but after being associated with food many times, it can also trigger a salivation reaction.

The whole training process is to make the dog form the connection between the conditioned stimulus and the unconditional response (salivation), that is, to establish the conditioned reflex, so that the bell can also make the dog salivate.

In real life, we can also find many examples of classical conditioning. For example, when we went to school as children, we would be excited when the bell rang.

This is not because there is anything special about the bell, but because the pleasant feeling brought by free activities has established a conditioned reflex with the bell after class, so we feel that the bell after class is very beautiful.

After understanding the basic principle of classical conditioning, we have a way to apply this rule:

As long as we complete the above three steps, we can make the product "feel" and convey the good feelings you want to express.

Let's take a look at the application of classical conditions:

1. Product name

Product name is the first impression a product gives. If your product wants to convey an impression, a good way is to add classical conditioning to the product naming.

The existence of these words can help you to convey the product value information. It doesn't need too much introduction. As soon as users see such a name, they will have corresponding feelings. Over time, users will transfer this feeling to the product itself, resulting in the effect of four or two.

2. Music collocation

Hearing is an important way to convey information, and different sounds evoke different feelings. For example, impassioned music will make people feel excited. Melodious and soothing music can make people feel relaxed. Sad music can make people sad ...

If the product has clear feelings and demands, it can also be transmitted through music. NBA2K games are very good at using this method.

NBA2K is a competitive basketball game. How to make users feel passionate about generate and have fun is the core goal of this product. In the game scene, NBA2K will add all kinds of dynamic and exciting music.

this kind of music itself will make people's blood boil, and through the classic conditioning, the game itself will also have this appeal. Unconsciously, users will feel that this game is very exciting, but this sense of excitement comes from music to a large extent.

On the contrary, some meditation apps need to make users calm and relax, and soothing music is more appropriate, so we can find a lot of light music in such apps. The purpose behind this is to make users more calm.

The next time you design your product, you might as well think about what feeling you want to convey, and whether this feeling can be conveyed by music.

3. Visual stimulation

Vision is our most commonly used way of perception. With the help of classical conditioning, we can give products many different feelings through pictures.

beer advertisement:

the consumers of beer are mainly male users. In order to make the products more attractive, beer manufacturers put some beautiful pictures on the product advertisements. Beauty pictures are attractive to male users, and the binding of products and beautiful women will also give this attraction to the products themselves and enhance their desire to buy.

Similarly, at auto shows, we often see beautiful car models, which is also for this reason.

celebrity endorsement:

Some sports stars will attract a large number of fans because of their outstanding talents and achievements. Some big sports brands are willing to cooperate with these stars, and even produce some sneakers with joint names. It is to transfer this attraction of sports stars to sports products through classical conditioning.

Jordan and James signed by NIKE are successful models, and these cooperations have brought huge sales profits to Nike.

Similarly, some mobile phone advertisements will also invite entertainment stars to help out. The purpose behind this is also to pass on the personal charm of the stars to mobile phone products to capture more customers.

scene substitution:

some beautiful scene pictures can also stimulate users' positive feelings, such as friends gathering, couples getting married, harmonious family photos and so on. Bundling the product with these positive scenes can convey these positive feelings to the product itself.

Some jewelry sellers often use some warm pictures to make users feel that jewelry itself represents beauty, thus increasing their desire to buy.

As long as you follow the following methods, you can make full use of classical conditioning to empower your products.

Product Psychology 1 | The secret weapon that makes users addicted-random number reward

Product Psychology 2 | Do you have loss aversion? Well done!

product psychology 3 | Use "cognitive dissonance" skillfully to make users fall in love with your product

product psychology 4 | Use anchoring effect to make users accept your pricing

Psychology and Life philip zimbardo

General Psychology Peng Yuling

Author: Liu Zixun, WeChat WeChat official account: Zi Xun said. Sohu Senior Product Manager, Master of Psychology, Beijing Normal University, a product with deep love for psychology. Wang

The title map comes from Unsplash and is based on CC protocol.