In a television commercial, an advertiser shows a party scene with many college-age students having a great time. The advertiser's product, a new lite-beer, is prominently displayed in the scene. This advertiser is hoping that his product will become associated with fun. Therefore, when a college student is in a store, he or she will associate this new beer will good feelings and fun. The advertiser is depending on which of the following to sell his product?
A)higher-order conditioning
B)shaping
C)response chaining
D)extinction

Question

Quizplus · Accepted Answer

The advertiser is using higher-order conditioning, a process where a stimulus is paired with a previously conditioned stimulus to elicit a response (in this case, associating the beer with fun and good feelings).

In a Television Commercial, an Advertiser Shows a Party Scene