Nowadays, we consider the management of image as an important factor discussing about the theory of marketing advertising.
When the consumers want to purchase the goods in the market, the image of goods and companies plays a decisive role to be general and immediate appraisal and draws a decisive notion among role competitive goods and companies.
Furthermore, the image of goods and companies brings about consumers's purchasing actions in the market.

Eapecially, as qualitative diffrences among competitive goods are being reduced and the company's differential stratifies to appeal consumer's characteristics are reinforced, the companies should give much more weight on their images.
'Image' is general impression on the object, which consumers have, including on the aspect of appraisal like the meaning of badness and goodness in their minds and on the aspect of disposition like the meaning of 'gentle', 'strong and tough',' Western'.

We find the mixed and interacted factors in the process of image formation, but they can be easily explained on a basis of studying theory by psychology.
Studying theory of Behavorism let us know that it is the most suitable theory in which our action is the response upon the stimulus in the consecutive process. Namely, we usually purchase and use the goods in the market by touching the adversiting and. coming to know the name of companies which we have never met.

In this thesis I will discuss the process of image formation by classical conditioning and operant conditioning and introduce the case of advertising to make use of conditions in the classification of type.