It depends on what person
In shaping, the behavior to be acquired is called the _TARGET BEHAVIOR__, and people are rewarded for _SUCCESSIVE APPROXIMATION OF__ that behavior.
I believe the answer is: Availability heuristic
Availibility heuristic make a people develop a bias that make them think if something can be recalled, it must be important. Constantly Hearing positive things about lottery, would make the people recall the good fortune that the winners experience and make them much more likely to develop the tendency to buy the tickets.
