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A Program of Classical Conditioning Experiments Testing Variations in the Conditioned Stimulus and Context

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  • Shimp, Terence A
  • Stuart, Elnora W
  • Engle, Randall W

Abstract

Twenty-one experiments regarding the strength of attitudinal conditioning for various brands of cola were performed. The conditioned stimulus, brand familiarity (various unknown, moderately known, and well-known cola brands), and the embedding context In which conditioning trials occurred (other known or unknown brands) were manipulated. Effects are strongest for unknown and moderately known brands and for colas conditioned In a context of known versus unknown brands. Evidence is also provided showing that attitudes are conditioned only when subjects are aware of the contingency between conditioned and unconditioned stimuli. Copyright 1991 by the University of Chicago.

Suggested Citation

  • Shimp, Terence A & Stuart, Elnora W & Engle, Randall W, 1991. " A Program of Classical Conditioning Experiments Testing Variations in the Conditioned Stimulus and Context," Journal of Consumer Research, Oxford University Press, vol. 18(1), pages 1-12, June.
  • Handle: RePEc:oup:jconrs:v:18:y:1991:i:1:p:1-12
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    File URL: http://dx.doi.org/10.1086/209236
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    Cited by:

    1. M. Geuens & C. Pecheux, 2006. "Co-branding in advertising: the issue of product and brand fit," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 06/378, Ghent University, Faculty of Economics and Business Administration.
    2. DiClemente, Diane F. & Hantula, Donald A., 2003. "Applied behavioral economics and consumer choice," Journal of Economic Psychology, Elsevier, vol. 24(5), pages 589-602, October.
    3. Laura Smarandescu & Terence Shimp, 2015. "Drink coca-cola, eat popcorn, and choose powerade: testing the limits of subliminal persuasion," Marketing Letters, Springer, vol. 26(4), pages 715-726, December.
    4. repec:eee:aumajo:v:20:y:2012:i:4:p:282-296 is not listed on IDEAS
    5. Sweldens, S.T.L.R. & van Osselaer, S.M.J. & Janiszewski, C., 2008. "Evaluative Conditioning 2.0: Referential versus Intrinsic Learning of Affective Value," ERIM Report Series Research in Management ERS-2008-062-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    6. Tobias Effertz & Marie-Kristin Franke & Thorsten Teichert, 2014. "Adolescents’ Assessments of Advertisements for Unhealthy Food: an Example of Warning Labels for Soft Drinks," Journal of Consumer Policy, Springer, vol. 37(2), pages 279-299, June.
    7. repec:eee:touman:v:31:y:2010:i:4:p:513-526 is not listed on IDEAS
    8. Oliver BĂĽttner & Arnd Florack & Benjamin Serfas, 2014. "A Dual-Step and Dual-Process Model of Advertising Effects: Implications for Reducing the Negative Impact of Advertising on Children's Consumption Behaviour," Journal of Consumer Policy, Springer, vol. 37(2), pages 161-182, June.
    9. Smeets, Paul M. & Barnes-Holmes, Dermot, 2003. "Children's emergent preferences for soft drinks: Stimulus-equivalence and transfer," Journal of Economic Psychology, Elsevier, vol. 24(5), pages 603-618, October.
    10. Malhotra, Naresh K., 2005. "Attitude and affect: new frontiers of research in the 21st century," Journal of Business Research, Elsevier, vol. 58(4), pages 477-482, April.
    11. Easley, Richard W. & Madden, Charles S. & Dunn, Mark G., 2000. "Conducting Marketing Science: The Role of Replication in the Research Process," Journal of Business Research, Elsevier, vol. 48(1), pages 83-92, April.
    12. Debra Riley & Mark Anderson, 2015. "The Impact of Music Pleasantness and Fit on Advertising Attitudes for Low and High Involvement Consumers," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 90-96, July.

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