Recently, marketing has increasingly recognized the potential application of classical conditioning principles. However, the design of marketing studies involving classical conditioning create focused attention upon the conditioned stimulus; whereas in the realistic marketing environment the conditioned stimulus seldom receives focused attention and most likely receives attenuated attention. Using a classical conditioning paradigm, the present study investigated the use of positive and negative unconditioned stimuli in the formation of affect for attended and unattended conditioned stimuli. The results indicated that the use of positive unconditioned stimuli can establish the formation of affect for both the attended and unattended conditioned stimuli. However, classical conditioning was not demonstrated when the unconditioned stimuli were negative. © 1995 John Wiley & Sons, Inc.
Psychology & Marketing – Wiley
Published: Jan 1, 1995
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