If a sports car is always shown in commercials with sexy, attractive individuals, then it becomes linked in memory with something that is inherently desirable. The car itself becomes a(n) ________ reinforcer because of its association with sex.

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Quizplus · Accepted Answer

The car becomes a secondary reinforcer through its association with something inherently desirable (sex), which is an example of classical conditioning. Primary or unconditioned reinforcers are inherently desirable without conditioning, whereas secondary reinforcers acquire their value through association with these primary reinforcers.

If a Sports Car Is Always Shown in Commercials with Sexy