25/06/2025
In the late 1800s, Russian scientist Ivan Pavlov was conducting research on the digestive system of dogs. During his experiments, he noticed something unusual: the dogs began to salivate (منہ سے رال بہنا) not only when they saw food, but also when they heard footsteps of the person bringing the food.
Curious about this, Pavlov designed a groundbreaking experiment. He began ringing a bell just before feeding the dogs. After repeating this several times, he rang the bell without offering any food, and the dogs still started to salivate.
This experiment demonstrated a psychological phenomenon known as classical conditioning: the dogs had learned to associate the sound of the bell with food, and their bodies responded automatically.
Years later, advertisers applied this same principle. By pairing products with sounds, emotions, colors, or slogans, they could train consumers to react, just like Pavlov’s dogs. A catchy jingle or familiar logo could trigger hunger, joy, or desire, even before the product is seen.
That simple moment in Pavlov’s lab became one of the most powerful foundations of modern advertising.
This marked the beginning of psychological advertising in the 20th century. It wasn't just about showing a product anymore. It became about creating emotional and conditioned responses, like:
• Associating Coca-Cola with happiness.
• Associating luxury brands with success.
• Associating fast food with quick satisfaction.
In today’s digital age, Pavlov’s concept has evolved. Now, influencers act as the bell, triggering emotional responses and brand loyalty through repeated exposure, shaping consumer behavior with every single post.
