Do Skewed Base-Rates Affect Advertising Effects on Brand Attitudes? on the Role of Pseudocontingencies in Evaluative Conditioning

Mandy Hütter, Eberhard Karls Universität Tübingen, Germany
Florian Kutzner, Ruprecht-Karls-Universität Heidelberg, Germany
Klaus Fiedler, Ruprecht-Karls-Universität Heidelberg, Germany
The present research investigated the sensitivity of evaluative conditioning, where the pairing with a valent stimulus (US) induces attitude change in another stimulus (CS), to skewed base-rates. Two studies show little evidence for effects of skewed base-rate suggesting that attitude change depends on a statistical contingency between CS and US.
[ to cite ]:
Mandy Hütter, Florian Kutzner, and Klaus Fiedler (2016) ,"Do Skewed Base-Rates Affect Advertising Effects on Brand Attitudes? on the Role of Pseudocontingencies in Evaluative Conditioning", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 501-502.