Final answer:
The Cirrus shoes scenario is best explained by the associative learning model in marketing, in which a product is linked with a positive concept to create desirable consumer perceptions. The negative publicity surrounding their brand ambassador led to the ending of the relationship to avoid associations that could harm the brand's image. The incident also highlights the ethical considerations in advertising and media's impact on consumer behavior.
Step-by-step explanation:
The scenario described can be best explained using the associative learning model in the context of marketing. Associative learning is where a product (the conditioned stimulus) is linked to a person or concept that elicits a positive response (the unconditioned stimulus) to generate a favorable reaction from consumers (the conditioned response). In the case of Cirrus shoes, their ambassador, once an unconditioned stimulus associated with positive cultural perceptions, turned into a source of negative publicity due to being convicted of sexual assault. This negative association could potentially impact consumer's perception of the brand. As a result, to prevent transfer of these negative perceptions to the brand, the company decided to rescind their relationship with the brand ambassador.
This move by Cirrus shoes reflects the sensitivity of brands to the associations they foster with their consumers. In advertising, ethical considerations also come into play, particularly regarding the transparency of ambassador endorsements. The power of media and consistent messaging across platforms can significantly influence consumer behavior, making it vital for companies to manage their associate learning strategies carefully.