Several authors have recently discussed the implications of classical condittoning tor consumer behavior (e.g., McSweeney and Bierley 1984;Nord and Peter 1980). However, little wnpirical evidence actually shows that classicaJ conditioning can alter behaviors that are of interest to consumer research. The present experiment provides some initial evidence that it can. in this experiment, preference ratings for stimuli that predicted pleasant music were significantly greater than preference ratings for stimuli that predicted the absence of music. These preferences also generalized to other stimuli that resembled the ones actually used.