There are many marketing techniques that businesses use in today's world. Businesses also face a lot of competition due to advancements in marketing and different types of brands. Old Spice does a great job of advertising and campaigning using classic packaging. Old Spice is an American brand that men use for grooming, they do a great job of marketing the product and introducing it to consumers. Classical conditioning occurs when theorists passively teach animals or humans certain behaviors through repetition. Once the theorist has taught the animals, he measures and sees what the response is. One of the most important things about classical conditioning is seeing something repetitively and learning how to behave. Old Spice uses classical conditioning to influence consumer attitudes because it serves the advertisements repetitively. Classical conditioning also involves unconditioned stimulus, conditioned stimulus, conditioned and unconditioned response. The Old Spice commercials included everything. The response campaign was a huge success because it involved everyone; this included mass media such as television, print and digital advertising. The unconditioned stimulus is the old spicy kind. This is when an unconditioned stimulus triggers a response. When women see their advertisement, it causes a feeling of excitement, which leads to a conditioned stimulus of desire for the product. The conditioned stimulus would be the old spicy product because that's the kind of stimulus that gives rise to a conditioned response, which is an advertising and response campaign. The unconditioned response would be the desire for the other to look and smell like the old spice guy. This would be an unconditioned response because the behavior is natural, a...... middle of paper...... on a national scale. Their communication technique seemed to garner a lot of views and everyone started trying the Old Spice product. In conclusion, Old Spice uses classical conditioning to influence consumer attitude by having conditioned and unconditioned responses and stimuli. They campaign their products very well and get amazing responses and comments from all over the world. Old Spice also uses many types of communication sources that help influence product growth. Social media plays an important role in advertising the product and running a campaign. Consumers' attitudes towards Old Spice are reflected in the reviews they post. The elaboration likelihood model also offers a more comprehensive view that consumer attitudes are modified by central and peripheral. People who want to try the product are most likely the middle route.