haku: @indexterm Consumer attitudes / yhteensä: 469
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| Tekijä: | Allen, C. T. Janiszewski, C. A. |
| Otsikko: | Assessing the role of contingency awareness in attitudinal conditioning with implications for advertising research. |
| Lehti: | Journal of Marketing Research
1989 : FEB, VOL. 26:1, p. 30-43 |
| Asiasana: | CONSUMER ATTITUDES ADVERTISING RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | A basic mechanism for shaping attitudes that has been neglected by empirical researchers in the marketing discipline is investigated. Two experiments are reported in which Pavlovian paradigm and attitudinal conditioning are contrasted. The results indicate that contingency awareness may be a requirement for successful attitudinal conditioning. |
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