22a)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?

22b) 10 Marks Briefly explain how compensatory and non-compensatory models differ (2 marks). 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 (4 marks). Explain the marketing implications of each of these models (4 marks).