The Influence of Classical Conditioning Procedures on Subsequent Attention to the Conditioned Brand

Chris Janiszewski and Luk Warlop

Journal of Consumer Research, 1993, vol. 20, issue 2, 171-89

Abstract: Three experiments are used to investigate the influence of conditioning procedures on attention to a conditioned stimulus. In experiment 1, scenes presented in a sequence that is consistent with prescribed conditioning procedures are shown to encourage attention to the advertised brands in subsequent product displays. Experiment 2 suggests that differential attention to conditioned brands can be attributed to the signaling properties the brand acquires as a consequence of conditioning. Evidence from a third experiment raises the possibility that semantic conditioning may be responsible for the effects observed in experiments 1 and 2. The findings suggest that current prescriptions on the use of conditioning procedures may need to be updated. Copyright 1993 by the University of Chicago.

Date: 1993
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:20:y:1993:i:2:p:171-89

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