3. Suppose you have received the results from two studies testing the same pair of ads. One ad (Ad A) attempts to create favorable attitudes by pairing the product with an attractive celebrity. The other ad (Ad B) attempts to create favorable attitudes by describing the brand's performance along several important attributes. Ad A produced the most favorable attitudes in one study, while Ad B yielded the most favorable attitudes in the other study. How can you explain this inconsistency? (30 points)