Janiszewski, C.

activation brand model conditioning association choice consumer process affective affective responses effect response journal goal activation condition product attitude research evaluation stimuli outcome experiment pairing participant goal-based choice model procedure stimulus psychology decision memory adaptive consumer research example result level goal-based chocolate flavor phase prediction sequential focus cue interaction affective response conditioning procedure configural system interaction chocolate conditioning effect pairings condition flavor behavior generalization awareness associative presentation adaptive network models valence theory persuasion knowledge activation consumption subject element strength study conditioning procedures sample change brand attitudes option revaluation osselaer affective stimulus marketing knowledge affective stimuli benefit persuasion factor difference