Evaluative Conditioning 2.0: Referential Versus Intrinsic Learning of Affective Value
54 Pages Posted: 3 Nov 2008
Date Written: 20 2008, 10
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: Suggested Citation