Advertisers Use the Principles of Classical Conditioning to Try to Sell

question 6

Multiple Choice

Advertisers use the principles of classical conditioning to try to sell products. By pairing attractive and famous people, humour, or "warm-fuzzy" family images to products such as cars, food, and even telephone services, advertisers attempt to shift the public's attitude about the product. In these examples, attractive and famous people, humour, and family images are the __________, whereas the product being sold is the ____________.

• A)CS; UCS
• B)UCS; CS
• C)CR; UCR
• D)CS; UCR

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Definitions:

Perceptual Constancy

The ability of the human perception system to recognize objects as remaining the same despite changes in sensory input, such as changes in lighting, distance, or angle.

Top-Down Processing

A cognitive approach where perception is driven by high-level cognitive processes, expectations, and prior knowledge.

Illumination

The provision of light or the act of illuminating a space.

Color Constancy

The perceptual phenomenon in which the perceived color of objects remains relatively constant under varying illumination conditions.