An investigation of the mediational mechanisms underlying attitudinal conditioning
An investigation of the mediational mechanisms underlying attitudinal conditioning
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DOI：
10.2307/3152128
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发表时间：
1996-08-01
影响因子：
6.1
通讯作者：
Kardes, FR
中科院分区：
文献类型：
--
作者：
Kim, J;Allen, CT;Kardes, FR
作者研究了两种主要的机制，这两种机制被认为是对经典的条件作用过程在态度塑造应用中的可能解释。他们报告了两个实验，测试促使推理信念的条件反射程序与转移情感的方法，作为影响品牌态度的手段。这两项研究都使用了一种既定的经验范式，以图片或视觉图像为无条件刺激来塑造品牌态度。结果表明，品牌态度可以使用促进直接情感迁移的吸引力图像和促进推理信念形成的描述性视觉图像来调节。这些数据表明，当条件反射程序被应用于选择和安排广告活动中的非语言线索时，可以产生多种好处。
The authors examine the two principal mechanisms that have been proposed as possible explanations for the effects of classical conditioning procedures in attitude-shaping applications. They report two experiments that test conditioning procedures for prompting inferential beliefs, versus transferring affect, as means to influencing brand attitudes. Both studies use an established empirical paradigm for shaping brand attitudes with pictures or visual images as the unconditioned stimuli. The results indicate that brand attitudes can be conditioned using both attractive images that promote direct affect transfer and descriptive visual images that promote inferential belief formation. These data suggest that conditioning procedures can produce multiple benefits when they are applied in selecting and arranging the nonverbal cues to be featured in an advertising campaign.