TY - JOUR
AU - Madden, Thomas, J.
AB - Abstract Classical conditioning has become a focus of growing interest as a basic framework for interpreting advertising effects. This article argues that a more precisely specified, affective-conditioning hypothesis merits close attention from consumer researchers, in part because little unequivocal evidence is available to uphold its viability. A study that extends Gorn's (1982) recent investigation of affective conditioning is reported. The new data furnish little support for the affective-conditioning hypothesis and implicate an alternative theoretical explanation. This content is only available as a PDF. Author notes * Chris T. Allen is Associate Professor of Marketing at the University of Cincinnati, Cincinnati, OH 45221. Thomas J. Madden is Assistant Professor of Marketing at the University of Massachusetts, Amherst, MA 01003. The Summer Research Support Program of the School of Management at the University of Massachusetts provided funding for the project. The authors thank Kenny K. Chan, Jacquelyn L. Twible, and Kim Wolfson for serving as experimenters and research assistants in this project. The authors also express their gratitude to Icek Ajzen, Bobby Calder, Richard Petty, and three anonymous reviewers for their comments on earlier drafts of the manuscript. © JOURNAL OF CONSUMER RESEARCH
TI - A Closer Look at Classical Conditioning
JF - Journal of Consumer Research
DO - 10.1086/208517
DA - 1985-12-01
UR - https://www.deepdyve.com/lp/oxford-university-press/a-closer-look-at-classical-conditioning-id4iQFQty0
SP - 301
VL - 12
IS - 3
DP - DeepDyve
ER -