Final answer:
Mariah Carey's perfume advertisement associating the product with lollipops is an example of using cognitive learning theory in advertising to create positive connotations and memories that drive favorable consumer responses.
Step-by-step explanation:
Applying Cognitive Learning Theory in Advertising
When Mariah Carey's perfume brand associated its product with the looks and sweetness of lollipops, it utilized the cognitive learning theory. This approach in advertising is based on associative learning, where consumers form connections between stimuli (in this case, the visual and taste appeal of lollipops) and the product being advertised. The goal is to create positive connotations and memories that trigger a favorable response toward the product.
By incorporating sensory appeals through imagery associated with the pleasant taste of sweets, the advertisement taps into buyers' sensory experiences, a method also seen used by various advertisers as described by Cialdini (2008). Cognitive learning theory goes beyond simple conditioning; it suggests that consumers develop a 'cognitive map' or mental representation of the product, influenced by the positive associations presented in the advertising.
In the context of Mariah Carey's perfume, utilizing the imagery of lollipops is intended to evoke a sense of youthful fun and indulgence that the fragrance might embody, thereby shaping consumer perceptions and preferences through cognitive learning processes.