Behavioral learning theory is the explanation of learning that focus on external event as the cause of change observation behavior. In classical conditioning, it focuses on the learning if involuntary emotional or physiological responses. Through the process of classical conditioning, humans can be trained to react involuntarily to a stimulus. And in the operant conditioning, the behavior is voluntary, and it will be strengthened or weakened by consequences. These theories have a great affect on consumer behavior, sellers can use the specific advertisement permanently to enhance consumers’ impression of the product and use the coupon, special price and so on to strengthen consumer buying behavior.