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Read these lines: "Have you ever noticed how quickly advertisers cancel contracts with a famous athlete following a scandal? As far as the advertiser is concerned, that athlete is no longer associated with positive feelings; therefore, the athlete cannot be used to condition the public to associate positive feelings with their product." What can be inferred about why advertisers hire famous athletes in the first place?
AThe good feelings people attach to the athlete can rub off on the product
BThe athletes agree to appear in their advertisements at a very low price
CThe athletes can explain the product features far better than actors do
DThe public trusts athletes to test each product before it goes on sale
Answer & Solution
Correct answer: A. The good feelings people attach to the athlete can rub off on the product
1. The quoted lines say that after a scandal the athlete is no longer associated with positive feelings.
2. They add that this is exactly why the athlete can no longer be used to attach positive feelings to the product.
3. So the whole value of the athlete lies in transferring good feelings onto the product, option A.
4. Option B talks about price, which the quoted lines never raise.
5. Option C imagines the athlete explaining features, but the quoted lines are about feelings, not information.
6. Option D adds product testing, an idea with no support in the quoted lines.
_Source: OpenStax Psychology 1e (CC BY 4.0), Ch 6 "Learning", section 6.2 Classical Conditioning_
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