Multiple choice

Advertisers often try to use higher order conditioning by

  1. pairing images that evoke good feelings with pictures of their products

  2. sounding loud tones at key points in the advertisement

  3. reducing fear or anxiety as they repeatedly show the same commercial

  4. associating the unconditioned stimulus with a cognitive response
Reveal answer Fill a bubble to check yourself
A Correct answer
Explanation

Advertisers use higher-order conditioning by pairing products with stimuli that already evoke positive emotional responses. For example, by associating a product with beautiful scenery, happy people, or uplifting music, advertisers create a positive emotional response to the product through classical conditioning. The previously neutral product becomes associated with the positive feelings elicited by the images. This creates a conditioned emotional response to the product itself.

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