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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
You can always find the topics here!Topics: Experimentation, Brands, Control groups, Toothpaste, Consumer research, Advertising research, Educational conditioning, Standard deviation, Mental stimulation, Presentation slides
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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.
Journal of Consumer Research © 1987 Oxford University Press