Ivan Pavlov's famous dog salivation experiment studied the theory of classical conditioning. Classical conditioning is a theory of psychology that shapes behavior to respond to a specific stimulus in a specific way through repeated exposure. In Pavlov's dog experiment, his dogs were classically conditioned to salivate to the sound of a ringing bell that was repeatedly paired with food. In marketing, classical conditioning is used to associate a brand with a specific feeling such as luxury. Coca-Cola has classically conditioned consumers to associate their product with feelings of satisfaction and quench. This has been done through advertisements that feature Coca-Cola in locations and situations that make you thirsty such as the beach, pool, or when playing sports (Idealogic Brand Lab). In this way, Coca-Cola has used classical conditioning as a marketing tool to associate the soda as the solution to the problem of thirst. Another way Coca-Cola has used classical conditioning as a marketing tool is the association between Coca-Cola and Christmas due to their abundance of Christmas advertising.
Coca-Cola has created an association between their product and Christmas by creating several advertisements that show the drink in holiday scenes that convey feelings of happiness and festivity. Not only does this lead to Coca-Cola being associated with Christmas itself, but with the positive feelings associated with the holiday season (Oakley).