Honest Sumit, an Indian electronics retailer, uses soccer star Harry Kewell and music by U2 in an ad for his products. This ad targets the affective component of consumers through what theory?

Question

Quizplus · Accepted Answer

The use of Harry Kewell and U2 in the ad is meant to elicit positive emotions and associations with those celebrities, which is an example of classical conditioning. This approach targets the affective component of consumers. Affective learning, behavioural learning and emotional conditioning are not relevant in this scenario.

Honest Sumit, an Indian Electronics Retailer, Uses Soccer Star Harry