Callaway manufactures golfing equipment-primarily golf clubs.The company has hired Bill Gates and Celine Dion to promote its clubs as "a brand that is something one can aspire to own."
-Refer to Golf Clubs.What learning theory is Callaway relying on with this advertising claim?

Question

Quizplus · Accepted Answer

Callaway is relying on stimulus generalization with this advertising claim. Stimulus generalization is the tendency to respond to a new stimulus that is similar to a previously conditioned stimulus. In this case, Callaway is hoping that people who aspire to own golf clubs will also aspire to own Callaway clubs because they are promoted by Bill Gates and Celine Dion.

Callaway Manufactures Golfing Equipment-Primarily Golf Clubs