This well-knоwn brаnd, renоwned fоr its coffee аnd donuts, hаs strategically placed a billboard on a busy street. Surprisingly, the billboard omits the brand's name, logo, or even images of its products. Nevertheless, consumers can effortlessly identify the brand by merely glancing at the billboard. This phenomenon can be attributed to consumers' repeated exposure to the brand's consistent marketing strategies, characterized by the use of uniform colors and fonts. As a result, even the simplest stimuli, such as the distinctive orange and purple colors, promptly evoke consumer responses and trigger memories associated with this brand. Which theory of learning can elucidate consumers' responses and their ability to recognize this brand?