IDEAS home Printed from
   My bibliography  Save this article

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


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


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

    Download full text from publisher

    File URL:
    Download Restriction: no


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. 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.
    2. 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.
    3. repec:eee:aumajo:v:20:y:2012:i:4:p:282-296 is not listed on IDEAS
    4. 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.
    5. Geuens, M. & Pecheux, C., 2006. "Co-branding in advertising: the issue of product and brand-fit," Vlerick Leuven Gent Management School Working Paper Series 2006-17, Vlerick Leuven Gent Management School.
    6. repec:eee:touman:v:31:y:2010:i:4:p:513-526 is not listed on IDEAS
    7. 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.
    8. 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.
    9. 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.
    10. 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.
    11. 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.
    12. 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.

    More about this item


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:18:y:1991:i:1:p:1-12. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.