Can evaluative conditioning change attitudes toward mature brands? New evidence from the implicit association test

Journal of Consumer Research

Volumn 35, Issue 1, 2008, Pages 178-188

  Gibson, Bryan ^a  

^a CENTRAL MICHIGAN UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 50649089738     PISSN: 00935301     EISSN: None     Source Type: Journal    
DOI: 10.1086/527341     Document Type: Article

References (62)

1. Allen, Chris T. and Chris A. Janiszewski (1989), "Assessing the Role of Contingency Awareness in Attitudinal Conditioning with Implications for Advertising Research," Journal of Marketing Research, 26 (February), 30-43.
2. Allen, Chris T. and Thomas J. Madden (1985), "A Closer Look at Classical Conditioning," Journal of Consumer Research, 12 (December), 301-15.
3. Baccus, Jodene R., Mark W Baldwin, and Dominic J. Packer (2004), "Increasing Implicit Self-Esteem through Classical Conditioning," Psychological Science, 15 (July), 498-502.
4. Balasubramanian, Siva K. (1994), "Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues," Journal of Advertising, 23 (December), 29-46.
5. Balasubramanian, Siva K., James A. Karrh, and Hemant Patwardhan (2006), "Audience Response to Product Placements: An Integrative Framework and Future Research Agenda," Journal of Advertising, 35 (Fall), 115-41.
6. Bargh, John A. (2002), "Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation," Journal of Consumer Research, 29 (September), 280-85.
7. Bierley, Calvin, Francis K. McSweeney, and Renee Vannieuwkerk (1985), "Classical Conditioning of Preferences for Stimuli," Journal of Consumer Research, 12 (December), 316-23.
8. Bosson, Jennifer K., William B. Swann Jr., and James W Pennebaker (2000), "Stalking the Perfect Measure of Implicit Self-Esteem: The Blind Men and the Elephant Revisited?" Journal of Personality and Social Psychology, 79 (October), 631-43.
9. Brunel, Fredric F., Brian C. Tietje, and Anthony G. Greenwald (2004), "Is the Implicit Association Test a Valid and Valuable Measure of Implicit Consumer Social Cognition?" Journal of Consumer Psychology, 14, 385-404.
10. Cacioppo, John T., Beverly S. Marshall-Goodell, Louis G. Tassinary, and Richard E. Petty (1992), "Rudimentary Determinants of Attitudes: Classical Conditioning Is More Effective When Prior Knowledge about the Attitude Stimulus Is Low than High," Journal of Experimental Social Psychology, 28 (May), 207-33.
11. Chartrand, Tanya L. (2005), "The Role of Conscious Awareness in Consumer Behavior," Journal of Consumer Psychology, 15, 203-10.
12. Cunningham, William A., Kristopher J. Preacher, and Mahzarin R. Banaji (2001), "Implicit Attitude Measures: Consistency, Stability, and Convergent Validity," Psychological Science, 12 (March), 163-70.
13. Dal Cin, Sonya, Bryan Gibson, Mark P. Zanna, Roberta Shumate, and Geoffrey T. Fong (2007), "Smoking in Movies, Implicit Associations of Smoking with Self, and Intentions to Smoke," Psychological Science, 18 (July), 560-63.
14. Dasgupta, Nilanjana and Anthony G. Greenwald (2001), "Exposure to Admired Group Members Reduces Automatic Intergroup Bias," Journal of Personality and Social Psychology, 81 (November), 800-814.
15. Dijksterhuis, Ap (2004), "I Like Myself but I Don't Know Why: Enhancing Implicit Self-Esteem by Subliminal Evaluative Conditioning," Journal of Personality and Social Psychology, 86 (February), 345-55.
16. Dijksterhuis, Ap, Pamela K. Smith, Rich B. van Baaren, and Daniel H. J. Wigboldus (2005), "The Unconscious Consumer: Effects of Environment on Consumer Behavior," Journal of Consumer Psychology, 15, 193-202.
17. Dovidio, John F., Kerry Kawakami, Craig Johnson, Brenda Johnson, and Adaiah Howard (1997), "On the Nature of Prejudice: Automatic and Controlled Processes," Journal of Experimental Social Psychology, 33 (September), 510-40.
18. Fazio, Russell H. (1990), "Multiple Processes by Which Attitudes Guide Behavior: The MODE Model as an Integrative Framework," in Advances in Experimental Social Psychology, Vol. 23, ed. Mark P. Zanna, San Diego, CA: Academic Press, 75-109.
19. Fazio, Russell H. and Michael Olson (2003), "Implicit Measures in Social Cognition Research: Their Meaning and Uses," in Annual Review of Psychology, Vol. 54, San Diego, CA: Academic Press, 297-327.
20. Fazio, Russell H., Martha C. Powell, and Carol J. Williams (1989), "The Role of Attitude Accessibility in the Attitude-to-Behavior Process," Journal of Consumer Research, 16 (December), 280-88.
21. Fazio, Russell H. and Tamara Towles-Schwen (1999), "The MODE Model of Attitude-Behavior Processes," in Dual-Process Theories in Social Psychology, ed. Shelly Chaiken and Yaacov Trope, New York: Guilford, 97-116.
22. Forehand, Mark R. and Andrew Perkins (2005), "Implicit Assimilation and Explicit Contrast: A Set/Reset Model of Response to Celebrity Voice-Overs," Journal of Consumer Research, 32 (December), 435-41.
23. Friese, Malte, Michaela Wanke, and Henning Plessner (2006), "Implicit Consumer Preferences and Their Influence on Product Choice," Psychology and Marketing, 23 (September), 727-40.
24. Gawronski, Bertram (2002), "What Does the Implicit Association Test Measure? A Test of the Convergent and Discriminant Validity of Prejudice-Related IATs," Experimental Psychology, 49, 171-80.
25. Gawronski, Bertram and Galen V. Bodenhausen (2006), "Associative and Propositional Processes in Evaluation: An Integrated Review of Implicit and Explicit Attitude Change," Psychological Bulletin, 132 (September), 692-731.
26. Gawronski, Bertram and Fritz Strack (2004), "On the Propositional Nature of Cognitive Consistency: Dissonance Changes Explicit, but Not Implicit Attitudes," Journal of Experimental Social Psychology, 40 (July), 535-42.
27. Gorn, Gerald J. (1982), "The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach," Journal of Marketing, 46 (Winter), 94-101.
28. Greenwald, Anthony G., Mahzarin R. Banaji, Laurie A. Rudman, Shelly D. Farnham, Brian A. Nosek, and Deborah S. Mellott (2002), "A Unified Theory of Implicit Attitudes, Stereotypes, Self-Esteem, and Self-Concept," Psychological Review, 109 (January), 3-25.
29. Greenwald, Anthony G., Debbie E. McGhee, and Jordan L. K. Schwartz (1998), "Measuring Individual Differences in Implicit Cognition: The Implicit Association Test," Journal of Personality and Social Psychology, 74 (June), 1464-80.
30. Greenwald, Anthony G., Brian A. Nosek, and Mahzarin R. Banaji (2003), "Understanding and Using the Implicit Associations Test: I; An Improved Scoring Algorithm," Journal of Personality and Social Psychology, 85 (August), 197-216.
31. Gregg, Aiden P., Beate Seibt, and Mahzarin R. Banaji (2006), "Easier Done than Undone: Asymmetry in the Malleability of Implicit Preferences," Journal of Personality and Social Psychology, 90 (January), 1-20.
32. Hofmann, Wilhelm, Bertram Gawronski, Tobias Gschwendner, Huy Le, and Manfred Schmitt (2005), "A Meta-analysis on the Correlation between the Implicit Association Test and Explicit Self-Report Measures," Personality and Social Psychology Bulletin, 31 (October), 1369-85.
33. Janiszewski, Chris (1993), "Preattentive Mere Exposure Effects," Journal of Consumer Research, 20 (December), 376-92.
34. Jarvis, B. (2002a), DirectRT, version 2002.4.0.1, computer software, New York: Empirisoft.
35. _ (2002b), MediaLab, version 2002.1.4, computer software, New York: Empirisoft.
36. Kellaris, James J. and Anthony D. Cox (1989), "The Effects of Background Music in Advertising: A Reassessment," Journal of Consumer Research, 16 (June), 113-18.
37. Kim, John, Chris T. Allen, and Frank R. Kardes (1996), "An Investigation of the Mediational Mechanisms Underlying Attitudinal Conditioning," Journal of Marketing Research, 33 (August), 318-28.
38. Maison, Dominika, Anthony G. Greenwald, and Ralph H. Bruin (2004), "Predictive Validity of the Implicit Association Test in Studies of Brands, Consumer Attitudes, and Behavior," Journal of Consumer Psychology, 14, 405-15.
39. McConnell, Allen R. and Jill M. Leibold (2001), "Relations among the Implicit Association Test, Discriminatory Behavior, and Explicit Measures of Racial Attitudes," Journal of Experimental Social Psychology, 37 (September), 435-42.
40. Moore, Timothy E. (1982), "Subliminal Advertising: What You See Is What You Get," Journal of Marketing, 46 (Spring), 38-47.
41. Nosek, Brian A. (2005), "Moderators of the Relationship between Implicit and Explicit Evaluation," Journal of Experimental Psychology: General, 134 (November), 565-84.
42. Nosek, Brian A. and Frederick L. Smyth (2007), "A Multi-Trait, Multi-Method Validation of the Implicit Association Test: Implicit and Explicit Attitudes Are Related but Distinct Constructs," Experimental Psychology, 54, 14-29.
43. Obermiller, Carl (1985), "Varieties of Mere Exposure: The Effects of Processing Style and Repetition on Affective Response," Journal of Consumer Research, 12 (June), 17-30.
44. Olson, Michael A. and Russell H. Fazio (2001), "Implicit Attitude Formation through Classical Conditioning," Psychological Science, 12 (September), 413-17.
45. _ (2002), "Implicit Acquisition and Manifestation of Classically Conditioned Attitudes," Social Cognition, 20 (April), 89-104.
46. (2006), "Reducing Automatically Activated Racial Prejudice through Implicit Evaluative Conditioning," Personality and Social Psychology Bulletin, 32 (April), 421-33.
47. Poehlman, T. Andrew, Eric Luis Uhlmann, Anthony G. Greenwald, and Mahzarin R. Banaji (2007), "Understanding and Using the Implicit Association Test: III; Meta-analysis of Predictive Validity," review paper, Department of Psychology, Yale University, New Haven, CT 06520.
48. Pratkanis, Anthony R. and Anthony G. Greenwald (1988), "Recent Perspectives on Unconscious Processes: Still No Marketing Applications," Psychology and Marketing, 5 (Winter), 337-53.
49. Redker, Christopher and Bryan Gibson (2007), "Music as an Unconditioned Stimulus: Positive and Negative Effects of Country Music on Implicit Attitudes, Explicit Attitudes, and Product Choice," review paper, Department of Psychology, Central Michigan University, Mount Pleasant, MI 48859.
50. Roskos-Ewoldsen, David R. and Russell H. Fazio (1992), "On the Orienting Value of Attitudes: Attitude Accessibility as a Determinant of an Object's Attraction of Visual Attention," Journal of Personality and Social Psychology, 63 (August), 198-211.
51. Russell, Cristel A. (2002), "Investigating the Effectiveness of Product Placement in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude," Journal of Consumer Research, 29 (December), 306-18.
52. Russell, Cristel A. and Barbara B. Stern (2006), "Consumers, Characters, and Products: A Balance Model of Sitcom Product Placement Effects," Journal of Advertising, 35 (Spring), 7-21.
53. Sanbonmatsu, David M. and Russell H. Fazio (1990), "The Role of Attitudes in Memory Based Decision Making," Journal of Personality and Social Psychology, 59 (October), 614-22.
54. Sanbonmatsu, David M. and Frank R. Kardes (1988), "The Effects of Arousal on Information Processing and Persuasion," Journal of Consumer Research, 15 (December), 379-85.
55. Shimp, Terrence A., Elnora W. Stuart, and Randall W. Engle (1991), "A Program of Classical Conditioning Experiments Testing Variations in the Conditioned Stimulus and Context," Journal of Consumer Research, 18 (June), 1-12.
56. Strahan, Erin J., Steven J. Spencer, and Mark P. Zanna (2002), "Subliminal Priming and Persuasion: Striking While the Iron Is Hot," Journal of Experimental Social Psychology, 38 (November), 556-68.
57. _ (2005), "Subliminal Priming and Persuasion: How Motivation Affects the Activation of Goals and the Persuasiveness of Messages," in Applying Social Cognition to Consumer-Focused Strategy, ed. Frank R. Kardes, Paul M. Herr, and Jacques Nantel, Mahwah, NJ: Erlbaum, 267-80.
58. Stuart, Elnora W., Terrence A. Shimp, and Randall W Engle (1987), "Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context," Journal of Consumer Research, 14 (December), 334-49.
59. Trappey, Charles (1996), "A Meta-analysis of Consumer Choice and Subliminal Advertising," Psychology and Marketing, 13 (August), 517-30.
60. Vohs, Katherine D. and Ronald J. Faber (2007), "Spent Resources: Self-Regulatory Resource Availability Affects Impulse Buying," Journal of Consumer Research, 33 (March), 537-47.
61. Wilson, Timothy D., Samuel Lindsey, and Tonya Y. Schooler (2000), "A Model of Dual Attitudes," Psychological Review, 107 (January), 101-26.
62. Zajonc, Robert B. (2001), "Mere Exposure: A Gateway to the Subliminal," Current Directions in Psychological Science, 10 (December), 224-28.