The role of affect in attitude formation: A classical conditioning approach

Author(s): Lim, J. S., Bhargava, M.

Journal/Book: J Acad Mark Sci. 1998; 26: 2455 Teller Rd, Thousand Oaks, CA 91320. Sage Publications Inc. 143-152.

Abstract: This study investigates the role of affect in attitude formation. Two experiments, using established conditioning procedures, assessed the impact of affect on attitude formation. The results of Experiment I indicate that affect can influence attitudes even in the absence of product beliefs. The results of Experiment 2 suggest that affect plays as important or more important a role than the belief mechanism in attitude formation, depending on the number of repetitions. Implications of the results for understanding the role of affect in advertising are discussed.

Note: Article Kim J, Univ Toledo, 2801 W Bancroft St, Toledo,OH 43606 USA

Keyword(s): MERE EXPOSURE; REINTERPRETATION; STIMULUS; CONTEXT; MUSIC; BRAND

Zurück | Weiter