A popular athlete endorses an athletic shoe in a series of glossy magazine ads. In the application of conditioning to advertising, which statement is correct?

Question

Quizplus · Accepted Answer

In classical conditioning, the unconditioned stimulus (US) naturally elicits a response. Here, the athlete, who is already liked and admired (eliciting a positive response naturally), acts as the US. The athletic shoe, which is initially neutral (CS), becomes associated with the athlete, and over time, this association leads to the shoe eliciting a similar positive response.

A Popular Athlete Endorses an Athletic Shoe in a Series