Which of the following explains why a star involved in a scandal would be at risk of losing an endorsement contract with a product or company?
A) The US has been removed.
B) The CR has been removed.
C) The UR is now elicited by a different CS.
D) The CS has become associated with an aversive US.

Question

Quizplus · Accepted Answer

The correct answer is D because when a star involved in a scandal becomes associated with negative or aversive stimuli (the Unconditioned Stimulus or US), the product or company (the Conditioned Stimulus or CS) that they endorse may also become associated with those negative perceptions. This negative association can harm the brand's image, leading to the potential termination of the endorsement contract to protect the brand's reputation.

Which of the Following Explains Why a Star Involved in a Scandal