Using behavioral terms, explain why advertisers might pair a "party scene" with a product, such as a soft drink, and explain why many stores carry imitations of nationally known products and place them right beside of these more well-known products

Question

What will be an ideal response?

Answer 1

Answer will include that when advertisers pair images, such as a party, which evoke good feelings with pictures of their products, they are using higher order conditioning. In this type of conditioning, the advertisers' product (a conditioned stimulus) is paired with a well-learned conditioned stimulus (the fun of the party). They hope that the consumer will learn, by association (classical conditioning) to feel good when he or she sees their product. Stimulus generalization explains why many stores carry imitations of nationally known products. For many customers, positive attitudes that were formed through conditioning with the real products tend to generalize to the cheaper knock-offs.