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Associative Learning and Conditioning TheoryHuman and Non-Human Applications$
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Todd R. Schachtman and Steve S. Reilly

Print publication date: 2011

Print ISBN-13: 9780199735969

Published to Oxford Scholarship Online: May 2011

DOI: 10.1093/acprof:oso/9780199735969.001.0001

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Effects of Conditioning in Advertising

Effects of Conditioning in Advertising

(p.481) Chapter 21 Effects of Conditioning in Advertising
Associative Learning and Conditioning Theory

Todd R. Schachtman (Contributor Webpage)

Jennifer Walker

Stephanie Fowler

Oxford University Press

A large number of advertisements pair the presentation of a product or brand name with another stimulus that possesses affective value. The pairing of these two stimuli can result in a change in behavior (e.g., attitude, purchasing probability, attention to the product in the marketplace) toward the product or brand name. These pairings resemble the procedure of classical conditioning. This chapter discusses some of the research that has been done in the area of conditioning and advertising as well as some of the recent developments in conditioning theory and research that may assist in advertising research and its application. The chapter addresses such topics as useful parameters for producing conditioning, the roles of affect and cognition, and the role of awareness; and many potentially relevant conditioning phenomena are discussed that might be of relevance to advertising.

Keywords:   advertising, classical conditioning, affect and cognition, awareness, attitude, evaluative conditioning

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