Changing Brand Attitudes Using Relevant Affective Cues: an Investigation of Relational Processing in Evaluative Conditioning

We show that evaluative conditioning depends on the plausibility of relations between the conditioned stimulus (CS) and unconditioned stimulus (US). Implicit attitudes toward CSs are changed much more by pairings with plausible USs than with implausible ones. This finding supports the view that evaluative conditioning involves higher-order relational processing.



Citation:

Xiaomeng Fan and Galen Bodenhausen (2017) ,"Changing Brand Attitudes Using Relevant Affective Cues: an Investigation of Relational Processing in Evaluative Conditioning", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 595-595.

Authors

Xiaomeng Fan, Northwestern University, USA
Galen Bodenhausen, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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