Pearce and Hall in integrated their attentional ideas and even suggested the possibility of incorporating the Rescorla-Wagner equation into an integrated model.
Lectures on conditioned reflexes. Classical Conditioning in Humans The influence of classical conditioning can be seen in responses such as phobias, disgust, nausea, anger, and sexual arousal.
Before a CS is conditioned it has an associative strength of zero. She has been advising MBA applicants since Pavlov's legacy can also be seen in popular culture in books like Aldous Huxley's Brave New Worldwhich contained elements of Pavlovian conditioning.
It is important to note that the neutral stimulus becomes the conditioned stimulus. You may be asking yourself, does this advertising technique actually work? The conditioned stimulus is usually neutral and produces no particular response at first, but after conditioning it elicits the conditioned response.
Watson, proved this theory correct when they were able to replicate Pavlov's research with humans. In fact, changes in attention to the CS are at the heart of two prominent theories that try to cope with experimental results that give the R—W model difficulty.