Seriously though, I’d like to know what this accomplishes. Is it a Pavlovian dog type psychological thing? What literal benefit for preparation does this provide? I think this is another example of Kiffin trying to look like he knows what he is doing, much like a lot of his ridiculous 4rth down attempts.
Pavlov's Dog would be pretty tough to pull off here, as it is geared at triggering a specific response to certain stimuli and takes a significant amount of time for it to work. Rather, it's more of the "More Exposure = Lessened Impact" approach, or a expedited form of preventive Immersive Therapy as some would call it. Specifially, the theory amongst opposing coaches is "to get under the players' skin during the week so it's less likely to annoy them during the game."
It's not, in any way, a "Kiffin trying to look like he knows what his doing" thing. Instead, one could say he's copying the playbook of many many coaches taking a team to Neyland.
You'll note during the Pitt broadcast that they commented on how Pat Narduzzi did the same. The same has been done by numerous coaches in preparation for Neyland for years and years: Steve Spurrier, Dan Mullen, Gene Stallings, etc.
The idea is rooted in well-founded psychological research and methodology. Further, this is not close to the first time it's been used and, in fact has been utilized as early as 1990 by Stallings. However, doesn't mean it accomplishes anything, by any means, as the timeframe for implementation is presumably too short for significant effect.
Go Vols. WGWTFA. And fully expect them to hear Rocky Top in their nightmares after Saturday.