Tekijä: | Stuart, E. W. Shimp, T. A. Engle, R. W. |
Otsikko: | Classical conditioning of consumer attitudes : Four experiments in an advertising context. |
Lehti: | Journal of Consumer Research
1987 : DEC, VOL. 14:3, p. 334-349 |
Asiasana: | CONSUMER ATTITUDES ADVERTISING RESEARCH CONSUMER BEHAVIOUR |
Kieli: | eng |
Tiivistelmä: | 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. |
SCIMA