“…After an equivalence class has been established, a function given to one member of a class may transfer to other members of that class, including emotional responses (e.g., Amd, BarnesHolmes, & Ivanoff, 2013;Bortoloti & de Rose, 2009, 2012de Almeida & de Rose, 2015;de Rose et al, 1988;Dougher et al, 1994;Wulfert & Hayes, 1988). Research on fear and anxiety has indicated that fear evoked by a member of a class of equivalent stimuli transfer to the other members (e.g., Bennett, Meulders, Baeyens, & Vlaeyen, 2015;Dymond, Dunsmoor, Vervliet, Roche, & Hermans, 2015;Guinther & Dougher, 2010), an effect some of these authors called symbolic, or category-based generalization (see Dymond et al, 2015). The studies of BarnesHolmes et al (2000) and Smeets and BarnesHolmes (2003) as well as the present study indicate that the same effect can account for the acquisition of positive emotional functions by brands related to attractive characters.…”