a consumer purchases a brand of detergent that he remember seeing in a magazine with a spokes-character extolling the virtues of the brand. after using the detergent, the consumer discovers that it does not clean his clothes. a month later, he sees the advertisement again and decides to give the detergent another shot. when it does not work again, the consumer comes to associate the spokes-character with dirt clother, and ceases to buy the brand. what is occurring here.