You are the marketing manager of a pasta brand. Marketing research and data have shown that the sales of your pasta brand are low since consumers do not differentiate your brand from other competitive brands. To overcome this challenge, you have decided to create a playful eye-catching packaging with contrasting colours for the brand. Furthermore, in order to maximize the effect of your new packaging you decide to place your product at the eye level in the shelves of the supermarkets, so that it can be seen by more consumers. You also plan to run an advertising campaign aiming to associate your pasta brand with feelings of happiness that will make consumers feel that they live a ‘happy life’ when they think of your brand. Use consumer behaviour theories to explain how the above strategies can influence consumer behaviour and consequently encourage consumers to buy the pasta brand you are managing.