Classical conditioning of consumer attitudes: four experiments in an advertising context

Article Abstract:

We conducted four experiments to test various properties of classical conditioning in an advertising-consumer behavior context. Experiment 1 demonstrates attitude conditioning at each of four levels of conditioned stimulus-unconditioned stimulus pairing. In Experiment 2, latent inhibition due to subject preexposure to the conditioned stimulus is shown to retard conditioning for both 10-trial and 1-trial pairings of conditioned and unconditioned stimuli. Experiment 3 reveals that forward conditioning of attitudes is superior to backward conditioning. Experiment 4 extends the findings from the first three experiments and serves to counter some of their potential methodological problems. Collectively, these experiments provide an initial response to McSweeney and Bierley's (1984) call for more sophisticated classical conditioning research in consumer behavior. (Reprinted by permission of the publisher.)

Advertising, Advertising research, Consumers

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A program of classical conditioning experiments testing variations in the conditioned stimulus and context

Article 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. (Reprinted by permission of the publisher.)

Conditioned response, Conditioned responses, Psychological research

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A critical appraisal of demand artifacts in consumer research

Article Abstract:

Especially since the publication of Sawyer's instructive article on the topic, consumer researchers have been concerned that demand artifacts significantly compromise the validity and generalizability of experimental findings. In this article we provide an overview of the issues surrounding the demand-artifacts controversy, evaluate the preconditions for demand artifacts, and offer a critique of suppositions about the consequences and appropriate control of demand artifacts. Kellaris and Cox's critique of Gorn's well-known classical conditioning experiments provides the backdrop for much of the discussion. (Reprinted by permission of the publisher.)

Psychological aspects, Consumer preferences

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