Classical Conditioning

Classical conditioning is a subconscious association technique that pairs a neutral stimulus with a desirable stimulus to create an associated trigger. After many successive pairings throughout time, the neutral stimulus can elicit a positive response without the desirable stimulus present.

Example:

A user’s mobile device vibrates each time they order takeout from a food delivery app, eventually leading to an increase in orders.

Shaping is the reinforcement of different and successive approximations towards a targeted behavior. Employ a shaping strategy when a targeted behavior is complex or a difficult sell.

Example:

A VR editing app wants users to buy pre-built components.