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. When Isaiah Mustafa appeared in a 2010 Super Bowl commercial with a towel wrapped around his waist and a bottle of Old Spice body wash in one hand, he kicked off a long-running viral marketing campaign that has rejuvenated the brand’s sales. Mustafa, a former NFL wide receiver, smiled into the camera and addressed women viewers, saying he was “the man your man could smell like” if they used Old Spice.

The combination of his wryly funny lines, winning delivery, and buff physique made the commercial an instant YouTube hit. Suddenly, Old Spice, a pre–

World War II brand that zoomed to prominence in the 1960s and 1970s, was an overnight social media sensation, with Facebook fans, Twitter comments, and consumer-generated spoof videos stirring up conversation around the world. The Old Spice Man campaign, created by ad agency Wieden & Kennedy for brand owner Procter & Gamble, had successfully added a relevancy and an affective appeal that was attracting and entertaining a younger audience than the brand’s traditional customer base—and boosting sales significantly.