It’s about influencing associations between otherwise unrelated objects or concepts. It’s typically through repetition and consistent exposure. For example, if one says doctor, the more likely word someone will think of is nurse, whereas it’s much less likely to think of nurse after the word bread is said.
It can be through expectation as well; say, a person receives a treat/food in a blue room. When one encounters a blue room, they may then think of food.
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