When communicators use their positive or good image to reduce negative feelings towards a product brand, it implies

The correct answer is The principle of congruity.
Key Points

• The principle of congruity suggests that communicators should use their positive or good image to create a favorable attitude towards a product or brand. In this context, when communicators use their positive or good image to reduce negative feelings towards a product brand, they are trying to create a congruent relationship between the communicator's positive image and the product/brand.
• This helps to reduce the dissonance that exists between the product/brand and the negative feelings that consumers may have towards it.

Additional Information

1.The principle of conformity:

This refers to the tendency of people to inform to the behavior and opinions of a group or society. It does not relate to the scenario described in the question.

2.The principle of connivance:

This refers to the act of secretly cooperating or conspiring with others for an unlawful or harmful purpose. It does not apply to the given scenario.

3.The principle of conviction:

This refers to having a strong belief or opinion about something. While it may play a role in marketing and communication, it is not directly related to the use of a positive image to reduce negative feelings towards a product brand.