When large companies hire famous people for their advertising campaigns, they hope to elicit positive emotional responses from the public through the process of
A) higher-order conditioning.
B) sensory preconditioning.
C) overshadowing.
D) US revaluation.

Question

Quizplus · Accepted Answer

Higher-order conditioning involves a stimulus that's already been conditioned to elicit a response (in this case, the positive emotions or feelings the public has towards the famous person) being used to condition a response to another stimulus (the company's product or brand). This process leverages the existing positive associations with the celebrity to create a favorable response to the product.

When Large Companies Hire Famous People for Their Advertising Campaigns