2. Whenever Richard hears the nostalgic music that plays in the background of the Charge Cola ad, it makes him remember his buddies from high school and some of the good times he had with them. When he goes the grocery store to do the shopping for his family, he scans the soda aisle and then chooses Charge Cola rather than all the other similar sodas; he just feels best about the Charge Cola brand. Instrumental Conditioning Classical Conditioning Behavior: Uncond. Stimulus: Consequence: Neutral/Cond. Stimulus: Expected Change: Uncond./Cond. Response