Making Connections in Social Behavior: A company that produces a sports drink hires a popular, successful tennis player to promote its product. It runs television, radio, and Web commercials featuring the athlete winning tennis matches, smiling, and consuming the sports drink. The advertisers in this situation are relying on the learning principles of ________________ to promote their product.

Question

Quizplus · Accepted Answer

The advertisers are using classical conditioning by associating the positive feelings and success of the tennis player with their sports drink, hoping that consumers will transfer those positive associations to the product.

Making Connections in Social Behavior: a Company That Produces a Sports