On the Automatic Effects of Advertising: the Uncontrollability of Evaluative Conditioning Effects

Mandy Hütter, Ruprecht-Karls University of Heidelberg, Germany
Steven Sweldens, INSEAD, France
Changing brand attitudes by pairing brands with affective stimuli is called evaluative conditioning. A long-standing debate concerns whether this process operates automatically or is under consumers’ conscious control. Process dissociations in four experiments show that both controllable and uncontrollable learning mechanisms contribute to final brand evaluations.
[ to cite ]:
Mandy Hütter and Steven Sweldens (2013) ,"On the Automatic Effects of Advertising: the Uncontrollability of Evaluative Conditioning Effects", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.