Evaluative Conditioning 2.0: Referential versus Intrinsic Learning of Affective Value
2008-10-20
Research Paper
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Evaluative conditioning is an important determinant of consumers’ likes and dislikes. Three experiments show that it can result from two types of learning. First, stimulus-stimulus (S – S) or referential learning allows a conditioned stimulus (e.g., a brand) to acquire valence by triggering (unconscious) recollections of the unconditioned stimulus (e.g., a pleasant image). Second, stimulus-response (S – R) or intrinsic learning allows a conditioned stimulus to bind directly with the affective response that was previously generated by the unconditioned stimulus. We show when each type of learning occurs and demonstrate the consequences for the robustness of conditioned brand attitudes.
Keywords
Classifications using
Journal of Economic Literature (JEL) Classification System
- M : Business Administration and Business Economics; Marketing; Accounting
- C44 : Statistical Decision Theory; Operations Research
- M31 : Marketing
Automatically Extracted Terms
- conditioning
- attitude
- procedure
- condition
- stimuli
- sequential
- effect
- experiment
- presentation
- association
- valence
- cs-us scheduling
- conditioning procedure
- participant
- brand
- research
- stimulus
- phase
- journal
- psychology
