Classical conditioning pervades everyday life. When we develop food aversions (e.g., a hatred of fish), phobias (a fear of dogs), positive associations (an association of Paris with a romantic vacation) our behavior reflects classical conditioning. It is therefore no accident that so many advertising campaigns hire young, beautiful, and skimpily clad models. The advertisers want consumers to associate their product—be it a washing machine, paper clip, or automobile—with youth, beauty, and sex.