Terence Shimp observed that a consumer’s attitude toward a brand is influenced by various factors, such as its reputation, image, and the information available about it. According to him, the transfer of positive or negative perceptions from an advertisement to the brand itself can be explained by classical conditioning. Furthermore, he discussed the notion of an emotion-based heuristic decision-making process, suggesting that simply having a favorable attitude toward an advertising message can be enough to encourage consumers to buy and try the advertised product.