Investigating Deliberative and Spontaneous Inferences As Outcomes of Associative Learning With High Versus Low Contingency Awareness

Bryan Gibson, Central Michigan University, USA
Chris T. Allen, University of Cincinnati, USA
Douglas R. Ewing, Bowling Green State University, USA
Frank R. Kardes, University of Cincinnati, USA
Christopher Redker, Ferris State University, USA
This research approaches associative learning as a potent process that can include various inferences drawn from co-occurring stimuli. Conventional EC procedures are used to activate inferences. With high contingency awareness both deliberative and spontaneous inferences are present: They prove largely unrelated with independent effects on brand attitudes, suggesting separate systems.
[ to cite ]:
Bryan Gibson, Chris T. Allen, Douglas R. Ewing, Frank R. Kardes, and Christopher Redker (2013) ,"Investigating Deliberative and Spontaneous Inferences As Outcomes of Associative Learning With High Versus Low Contingency Awareness", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.