Classical Conditioning of Consumer Attitudes

Four Experiments in an Advertising Context

Datos Bibliográficos

ID2979409
AutoresElnora W Stuart (Winthrop University), Terence A Shimp, Randall W Engle (0000-0003-0816-7406)
Año1987
Volumen14
Número3
Páginas334
Fecha de publicación1987-12-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaJournal of Consumer Research (JOURNAL)
Identificadores de la revistaISSN: 0093-5301 • E-ISSN: 1537-5277
EditorialOxford University Press (OUP) (PUBLISHER)
DOI10.1086/209117
OpenAlexW2007286834
IdiomaEN
Citas recibidas52
Referencias citadas7

We conducted four experiments to test various properties of classical conditioning in an advertising/consumer behavior context. Experiment 1 demonstrates attitude conditioning at each of four levels of conditioned stimulus-unconditioned stimulus pairing. In Experiment 2, latent inhibition due to subject preexposure to the conditioned stimulus is shown to retard conditioning for both 10-trial and 1-trial pairings of conditioned and unconditioned stimuli. Experiment 3 reveals that forward conditioning of attitudes is superior to backward conditioning. Experiment 4 extends the findings from the first three experiments and serves to counter some of their potential methodological problems. Collectively, these experiments provide an initial response to McSweeney and Bierley's (1984) call for more sophisticated classical conditioning research in consumer behavior

Blocking effect · Classical conditioning · Cognitive psychology · Conditioned response · Conditioning · Developmental psychology · Latent inhibition · Measures of conditioned emotional response · Neutral stimulus · Statistics · Stimulus (psychology) · Unconditioned stimulus · Behavioral Health and Interventions · Cultural Differences and Values · Mathematics · Psychology · Social and Intergroup Psychology