A warmth appeal like a Coke ad with smiling faces will reliably create an association between Coke and positive emotions just because that's how humans are wire

A warmth appeal like a Coke ad with smiling faces will reliably create an association between Coke and positive emotions just because that's how humans are wired. If you activate two concepts together, you link them. I don’t think that part is a tautology; it’s a specific theory, once thought to be very generally true, now thought to be possibly-partly true. I’m inclined to agree with the article, that it’s overly simplistic. People aren’t 100% rational, sure, but they also aren’t quite as trivially swayed as that theory assumes.