Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If You Use a Screen Reader

This content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.

Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context

Elnora W. Stuart, Terence A. Shimp and Randall W. Engle
Journal of Consumer Research
Vol. 14, No. 3 (Dec., 1987), pp. 334-349
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489495
Page Count: 16
  • Read Online (Free)
  • Download ($14.00)
  • Subscribe ($19.50)
  • Cite this Item
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context
Preview not available

Abstract

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.

Page Thumbnails

  • Thumbnail: Page 
334
    334
  • Thumbnail: Page 
335
    335
  • Thumbnail: Page 
336
    336
  • Thumbnail: Page 
337
    337
  • Thumbnail: Page 
338
    338
  • Thumbnail: Page 
339
    339
  • Thumbnail: Page 
340
    340
  • Thumbnail: Page 
341
    341
  • Thumbnail: Page 
342
    342
  • Thumbnail: Page 
343
    343
  • Thumbnail: Page 
344
    344
  • Thumbnail: Page 
345
    345
  • Thumbnail: Page 
346
    346
  • Thumbnail: Page 
347
    347
  • Thumbnail: Page 
348
    348
  • Thumbnail: Page 
349
    349