The application is discussed in 'Poor Charlie's Almanack', by Charles Munger:
Pavlov's most famous experiment showed that dogs tend to salivate before food is actually delivered to their mouths. This result led him to a long series of experiments in which he manipulated the stimuli occurring before the presentation of food. He thereby established the basic laws for the establishment and extinction of what he called 'conditional reflexes', later mistranslated from the original Russian as 'conditioned reflexes'.
[Charles Munger describes a hypothetical situation in which the Pavlovian conditioning concept could have been used as someone was dreaming-up Coca-Cola]
In Pavlovian conditioning, powerful effects come from mere association. The neural system of Pavlov's dog causes it to salivate at the bell it can't eat. And the brain of man...
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