In a television commercial, an advertiser shows a party scene with many college-age students having a great time. The advertiser's product, a new lite-beer, is prominently displayed in the scene. This advertiser is hoping that his product will become associated with fun. Therefore, when a college student is in a store, he or she will associate this new beer will good feelings and fun. The advertiser is depending on ________ in selling his product.
higher order conditioning