An experiment using a cell phone and lemon juice to highlight a Pavlovian phenomenon.

Ian Page is performing a Pavlovian experiment on himself. He has invented a headgear system called ‘Bondage Happens' that contains a cup of lemon juice and is connected to his cell phone. When the phone vibrates from a call or text, the device will inject some lemon juice into his mouth through a pipe, thus conditioning him to salivate whenever he gets a phone call. Page has based his experiment on Russian scientist Ivan Pavlov's classical conditioning phenomenon. He has been wearing this device for a week now and plans to continue for another week to lock in the response.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in