Evaluative Conditioning 2.0: Referential Versus Intrinsic Learning of Affective Value

54 Pages Posted: 3 Nov 2008

See all articles by Steven Sweldens

Steven Sweldens

INSEAD - Marketing

Stijn M. J. van Osselaer

Cornell University - Samuel Curtis Johnson Graduate School of Management

Chris Janiszewski

University of Florida - Department of Marketing

Date Written: 20 2008, 10

Abstract

Evaluative conditioning is an important determinant of consumers’ likes and dislikes. Three experiments show that it can result from two types of learning. First, stimulus-stimulus (S – S) or referential learning allows a conditioned stimulus (e.g., a brand) to acquire valence by triggering (unconscious) recollections of the unconditioned stimulus (e.g., a pleasant image). Second, stimulus-response (S – R) or intrinsic learning allows a conditioned stimulus to bind directly with the affective response that was previously generated by the unconditioned stimulus. We show when each type of learning occurs and demonstrate the consequences for the robustness of conditioned brand attitudes.

Keywords: evaluative conditioning, referential learning, intrinsic learning

JEL Classification: C44, M31, M

Suggested Citation

Sweldens, Steven and van Osselaer, Stijn M. J. and Janiszewski, Chris, Evaluative Conditioning 2.0: Referential Versus Intrinsic Learning of Affective Value (20 2008, 10). ERIM Report Series Reference No. ERS-2008-062-MKT, Available at SSRN: https://ssrn.com/abstract=1290931

Steven Sweldens (Contact Author)

INSEAD - Marketing ( email )

Boulevard de Constance
Fontainebleau, 77305
France

Stijn M. J. Van Osselaer

Cornell University - Samuel Curtis Johnson Graduate School of Management ( email )

Ithaca, NY 14853
United States

Chris Janiszewski

University of Florida - Department of Marketing ( email )

Gainesville, FL 32611
United States

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