1.How is Old Spice using evaluative conditioning to influence consumers’ affective attitudes? Identify the conditioned stimulus, unconditioned stimulus, unconditioned response, and conditioned response in this situation

Rational choice (Bounded Rationality):

a limited capacity for processing information •Affective Choice: choices driven by how they make the user feel(underlying motive)

consummatory(intrinsic) or instrumental(extrinsic) •Attribute-Based vs. Attitude-Based Choice:

Explanation: The unconditioned response is the unlearned response that occurs naturally in response to the . In this case, the sound of the whistle is the conditioned stimulus If the conditioned stimulus and unconditioned stimulus are no longer associated.

the unconditioned stimulus (UCS) is one that unconditionally, naturally, and automatically triggers a response.

In other words, the response takes place without any prior learning. Examples of the Unconditioned Stimulus

Pollen from grass and flowers cause you to sneeze. The pollen is the unconditioned stimulus.

Your cat running to it's bowl whenever it smells food. The scent of food is the unconditioned stimulus.

A loud bang causes you to flinch away from the sound. The unexpected loud noise is the unconditioned stimulus because it automatically triggers a response with no prior learning.

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