Conditioning is probably most appropriately described as a set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned. The word conditioning has a negative connotation to many people and brings forth images of robot-like humans. However, the general procedure simply involves presenting two stimuli in close proximity so that eventually the two are perceived (consciously or unconsciously) to be related or associated. That is, consumers learn that the stimuli go (or do not go) together.
There are two basic forms of conditioned learning—classical and operant. Classical
conditioning attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling). Operant conditioning attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that
serves to reinforce the response.