We perceive people or things differently depending on who/what they are associated with. Advertisers have long understood this. They link their products to things that will trigger the responses they want you to have. This is also known as classical conditioning.
Sometimes when people receive a favor when they’re in pain (poor, sick, etc.), they associate the person that gave them the favor with the pain. As a result, the favor just reinforces the pain.
If we link a past event where we got lucky to skill rather than luck, then we will make poor choices about the future.”
Source:
Michael Simmons & Ian Chew
