Do Skewed Base-Rates Affect Advertising Effects on Brand Attitudes? on the Role of Pseudocontingencies in Evaluative Conditioning
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.
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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 501-502.
Mandy Hütter, Eberhard Karls Universität Tübingen, Germany
Florian Kutzner, Ruprecht-Karls-Universität Heidelberg, Germany
Klaus Fiedler, Ruprecht-Karls-Universität Heidelberg, Germany
NA - Advances in Consumer Research Volume 44 | 2016
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