Title: The influence of classical-conditioning procedures on subsequent attention to the conditioned brand
Authors: Janiszewski, C *
Warlop, Luk * # ×
Issue Date: Sep-1993
Publisher: Univ chicago press
Series Title: Journal of consumer research vol:20 issue:2 pages:171-189
Abstract: Three experiments are used to investigate the influence of conditioning procedures on attention to a conditioned stimulus. In experiment 1, scenes presented in a sequence that is consistent with prescribed conditioning procedures are shown to encourage attention to the advertised brands in subsequent product displays. Experiment 2 suggests that differential attention to conditioned brands can be attributed to the signaling properties the brand acquires as a consequence of conditioning. Evidence from a third experiment raises the possibility that semantic conditioning may be responsible for the effects observed in experiments 1 and 2. The findings suggest that current prescriptions on the use of conditioning procedures may need to be updated.
ISSN: 0093-5301
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
* (joint) first author
× corresponding author
# (joint) last author

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