CASE QUESTIONS 1. How is Old Spice using evaluative conditioning to inuence consumers' affective attitudes? Identify the conditioned stimulus, unconditioned stimulus, unconditioned response, and conditioned response in this situation. 2. What role does the dualmediation hypothesis play in the |CIIld Spice Man's marketing success? 3. What aspects of the communication source are involved in influencing affective attitudes toward Old Spice? 4. Do you think consumers will maintain a positive attitude toward Old Spice if the Old Spice Man campaign suspends messages for more than one or two months? Explain your