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Evaluative Conditioning 2.0: Referential versus Intrinsic Learning of Affective Value

Author

Listed:
  • Sweldens, S.
  • van Osselaer, S.M.J.
  • Janiszewski, C.

Abstract

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.

Suggested Citation

  • Sweldens, S. & 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.
    • Handle: RePEc:ems:eureri:13612
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    References listed on IDEAS

    as
    1. 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, Journal of Consumer Research Inc., vol. 18(1), pages 1-12, June.
    2. McSweeney, Frances K & Bierley, Calvin, 1984. "Recent Developments in Classical Conditioning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(2), pages 619-631, September.
    3. Bierley, Calvin & McSweeney, Frances K & Vannieuwkerk, Renee, 1985. "Classical Conditioning of Preferences for Stimuli," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 316-323, December.
    4. Bryan Gibson, 2008. "Can Evaluative Conditioning Change Attitudes toward Mature Brands? New Evidence from the Implicit Association Test," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 178-188, January.
    5. Stuart, Elnora W & Shimp, Terence A & Engle, Randall W, 1987. "Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 334-349, December.
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    More about this item

    Keywords

    evaluative conditioning; intrinsic learning; referential learning;
    All these keywords.

    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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