search query: @author Shimp, T. A. / total: 10
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| Author: | Stuart, E. W. Shimp, T. A. Engle, R. W. |
| Title: | Classical conditioning of consumer attitudes : Four experiments in an advertising context. |
| Journal: | Journal of Consumer Research
1987 : DEC, VOL. 14:3, p. 334-349 |
| Index terms: | CONSUMER ATTITUDES ADVERTISING RESEARCH CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | A review of four experiments to test various properties of classical conditioning in an advertising and consumer behaviour context covering the attitude conditioning on four levels of conditioned stimulus-unconditioned stimulus pairing, latent inhibition due to subject pre-exposure, forward conditioning of attitudes, potential methodological problems and the need for more sophisticated classic conditioning research in consumer behaviour. |
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