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Evaluative Conditioning Procedures and the Resilience of Conditioned Brand Attitudes

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  • Steven Sweldens
  • Stijn M. J. Van Osselaer
  • Chris Janiszewski

Abstract

Changing brand attitudes by pairing a brand with affectively laden stimuli such as celebrity endorsers or pleasant pictures is called evaluative conditioning. We show that this attitude change can occur in two ways, depending on how brands and affective stimuli are presented. Attitude change can result from establishing a memory link between brand and affective stimulus (indirect attitude change) or from direct "affect transfer" from affective stimulus to brand (direct attitude change). Direct attitude change is significantly more robust than indirect attitude change, for example, to changes in the valence of affective stimuli (unconditioned stimulus revaluation: e.g., endorsers falling from grace), to interference by subsequent information (e.g., advertising clutter), and to persuasion knowledge activation (e.g., consumer suspicion about being influenced). Indirect evaluative conditioning requires repeated presentations of a brand with the same affective stimulus. Direct evaluative conditioning requires simultaneous presentation of a brand with different affective stimuli. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Steven Sweldens & Stijn M. J. Van Osselaer & Chris Janiszewski, 2010. "Evaluative Conditioning Procedures and the Resilience of Conditioned Brand Attitudes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 473-489, October.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:3:p:473-489
    DOI: 10.1086/653656
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    Cited by:

    1. Anne-Madeleine Kranzbühler & Mirella H. P. Kleijnen & Peeter W. J. Verlegh, 2019. "Outsourcing the pain, keeping the pleasure: effects of outsourced touchpoints in the customer journey," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 308-327, March.
    2. Galina Biedenbach & Thomas Biedenbach & Peter Hultén & Veronika Tarnovskaya, 2022. "Organizational resilience and internal branding: investigating the effects triggered by self-service technology," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 420-433, July.
    3. Geoffrey Fisher & Matthew McGranaghan & Jura Liaukonyte & Kenneth C. Wilbur, 2023. "Price promotions, beneficiary framing, and mental accounting," Quantitative Marketing and Economics (QME), Springer, vol. 21(2), pages 147-181, June.
    4. Paul Biegler, 2014. "Placebogenic Potential is no Reason to Favour Pharmaceutical Advertising," Journal of Business Ethics, Springer, vol. 123(1), pages 145-155, August.

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