Question 1: Through the above advertisement, the marketers of Lipton aim to induce, through classical conditioning, a certain response to the advertised brand. Explain how the marketers are using classical conditioning in this instance. Be sure to explain all 4 aspects of the classical conditioning model, as applied in this particular situation. That is, explain what is the unconditioned stimulus and what is the unconditioned response; what is the conditioned stimulus and what is the conditioned response. Clearly explain what is being conditioned, that is, what is the "end goal" of the marketer?
Question 2: Briefly explain how compensatory and non-compensatory models differ. Then using the example of the purchase of a life insurance policy (a high effort situation) describe how someone would make the decision differently under each model. Explain the marketing implications of each of these models