. The Coke turned a fraternity party into a lethargic bingo game, while the Pepsi turned a retirement home into a wild celebration of life. Obviously, the Pepsi provided the stimulation and variety that brought enjoyment to these elderly people." (Talfinger) Pepsi and Coke are paired with 2 unrelated results. Pepsi is making the elderly have fun, and Coke is making the fraternity boring. When one goes to purchase the product, the enjoyment is remembered and it entices one to purchase the Pepsi, based on the elderly having fun.
             As previously stated, there are five areas in which conditioning tactics are used. Fear is used in health advertisement. For example, cigarettes cause cancer, so stop smoking, you need life insurance and you never know when it could be too late, so buy some insurance, and get plastic surgery to look young, playing on the fear of aging. A consumer associates with products that alleviate their fears. Fear is a powerful tactic used by nearly everyone. Television advertisements about one day sales are a good example. JC Penney and Sears have many one-day-you-have
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