A consumer purchases a brand of detergent that he remembers seeing in a magazine with a spokescharacter extolling the virtues of the brand. After using the detergent, the consumer discovers that it doesn’t clean his clothes. A month later, he sees the ad again and decides to give the detergent another shot. When it doesn’t work again, the consumer comes to associate the spokescharacter with dirty clothes and ceases to buy the brand. What is occurring here?