A political candidate is often eager to win the endorsement of celebrities who are popular with hordes of people. The candidate hopes that the association of his or her campaign with a popular figure will result in the masses feeling more favorable toward his or her candidacy due to

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Evaluative conditioning is the process by which we form an attitude towards something by associating it with positive or negative stimuli. In this case, the candidate hopes that by associating their campaign with a popular figure, the public will transfer their positive feelings about the celebrity to the candidate.

A Political Candidate Is Often Eager to Win the Endorsement