Classical conditioning is a part of everyday life and has been around as long as living organisms have existed. Most people have no idea that classical conditioning occurs on a daily basis. It can happen anywhere, in our homes simply watching TV or being out in public. Classical conditioning is a way of learning that occurs when two stimuli are presented together, which are then associated with each other. Classical conditioning was first discovered by Ivan Pavlov, and is so closely associated with him that it is sometimes even called Pavlovian conditioning. Classical conditioning was later strengthened by John Watson with the “Little Albert” experiment and recently with the Cockroach experiment by Makoto Mizunami and Hidehiro Watanabe. Classical conditioning doesn't just affect humans, it affects all animals, from the smallest bacteria to dogs and cockroaches. This type of conditioning is also used in marketing and even in the treatment of phobias. Classical conditioning is a type of conditioning that links two stimuli together to produce a new response. Classical conditioning has three phases. The first step, before conditioning, the unconditioned stimulus (UCS) produces an unconditioned response (UCR). This means that there is a stimulus that produces a response, usually a natural response. An example of this would be if someone blew into our eyes, our eyes would close, humans would not have had to learn this response because it came from nature. Another example of an unconditioned response would be someone touching a stove and pulling their hand back, or drooling at the sight of food. In the second phase, during conditioning, a new response, the conditioned stimulus (CS), is presented. The unconditioned stimulus is tied in... in the center of the sheet... s. It is one of the best treatments for phobias. It is also used in almost all the top commercials on TV and on the Internet. References Allen, C. T., & Madden, T. J. (1985). A closer look at classical conditioning. Journal of Consumer Research, 12(3), 301.McLeod, S. (2008). Classical conditioning. Simply psychology. Retrieved November 24, 2013, from http://www.simplypsychology.org/classical-conditioning.htmlClassical Conditioning. (2010). - Simply psychology. Retrieved November 24, 2013, from http://www.simplypsychology.org/classical-condition.htmlWatanabe H, Mizunami M (2007) Pavlov's Cockroach: Classical Conditioning of Salivation in an Insect. PLOS ONE 2(6): e529. doi:10.1371/journal.pone.0000529Marks, I. M. (1987). Fears, phobias and rituals: panic, anxiety and their disorders. New York: Oxford University Press.