The association principle is when two or more things that are not related are somehow ____ in our minds to create a relation between them. For example, in Ivan Pavlov's famous study where he rang a bell and fed dogs, the dogs eventually connected the bell to food and began salivating when he rang the bell, even in the ____ of food. They'd associated these two things with one ____: food + bell. Advertisers absolutely love the association principle because they can associate their product or service to another positive product or service to ____ sales. Examples: > Marlboro cigarettes + tough cowboy = Men who smoke Marlboro cigarettes are ____ and rugged. > Corona + beaches = The drink you should drink at the beach or to feel like you're at the beach is Corona. > Successful business person ____ + book = Successful business people read this book. If you want to be successful, you should too. > Beautiful celebrity + skincare product = If you use this product, you'll be like this celebrity. > National Basketball League + Nike shoes = If you want to be in the NBA or play like NBA players, wear Nike shoes. Yet another way of looking at the association principle is through the ____ of social status and self-esteem. The belief is that if we surround ourselves with ____ people and things then that positivity will also be associated with us. One example is people with low self-____ and low social status. In these cases, a person has a ____ to want to associate with someone or something of a higher or "winning" status.

Marketing tricks. Association Principle (Business Speaking C1)

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