Classical conditioning is a type of behavioral learning where consumers make connections between "events". What two "events" do consumers connect in classical conditioning?

how they are now and how they'd like to be

what they were expecting to get from a product and what they felt like they got after purchasing it

a stimuli that they have a positive response to $($i$.$e$.$ a celebrity they like$)$ and a new stimuli like a brand

an action that they are asked to take and a reward that they will get