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The Influence of Classical Conditioning Procedures on Subsequent Attention to the Conditioned Brand

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  • Janiszewski, Chris
  • Warlop, Luk

Abstract

Three experiments are used to investigate the influence of conditioning procedures on attention to a conditioned stimulus. In experiment 1, scenes presented in a sequence that is consistent with prescribed conditioning procedures are shown to encourage attention to the advertised brands in subsequent product displays. Experiment 2 suggests that differential attention to conditioned brands can be attributed to the signaling properties the brand acquires as a consequence of conditioning. Evidence from a third experiment raises the possibility that semantic conditioning may be responsible for the effects observed in experiments 1 and 2. The findings suggest that current prescriptions on the use of conditioning procedures may need to be updated. Copyright 1993 by the University of Chicago.

Suggested Citation

  • Janiszewski, Chris & Warlop, Luk, 1993. "The Influence of Classical Conditioning Procedures on Subsequent Attention to the Conditioned Brand," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 171-189, September.
    • Handle: RePEc:oup:jconrs:v:20:y:1993:i:2:p:171-89
    DOI: 10.1086/209342
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    Cited by:

    1. Pornpitakpan, Chanthika, 2012. "A critical review of classical conditioning effects on consumer behavior," Australasian marketing journal, Elsevier, vol. 20(4), pages 282-296.
    2. Rong Chen & Jianmin Jia, 2005. "Consumer Choices Under Small Probabilities: Overweighting or Underweighting?," Marketing Letters, Springer, vol. 16(1), pages 5-18, January.
    3. Mathew B. Chylinski & John H. Roberts & Bruce G. S. Hardie, 2012. "Consumer Learning of New Binary Attribute Importance Accounting for Priors, Bias, and Order Effects," Marketing Science, INFORMS, vol. 31(4), pages 549-566, July.
    4. Thales Teixeira & Rosalind Picard & Rana el Kaliouby, 2014. "Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study," Marketing Science, INFORMS, vol. 33(6), pages 809-827, November.
    5. Rosbergen, E. & Pieters, R. & Wedel, M., 1997. "Visual attention to advertising : A segment-level analysis," Other publications TiSEM c77552c4-5b16-4ecb-8a21-2, Tilburg University, School of Economics and Management.
    6. Rumpf, Christopher & Boronczyk, Felix & Breuer, Christoph, 2020. "Predicting consumer gaze hits: A simulation model of visual attention to dynamic marketing stimuli," Journal of Business Research, Elsevier, vol. 111(C), pages 208-217.
    7. Konrad Maj & Stephan Lewandowsky, 2020. "Is bad news on TV tickers good news? The effects of voiceover and visual elements in video on viewers’ assessment," PLOS ONE, Public Library of Science, vol. 15(4), pages 1-18, April.
    8. Yoonah Kim Conoly & Yee Ming Lee, 2023. "Intrinsic and Extrinsic Cue Words of Locally Grown Food Menu Items and Consumers’ Choice at Hyper-Local Restaurants: An Eye-Tracking Study," Sustainability, MDPI, vol. 15(17), pages 1-22, August.
    9. repec:dgr:rugsom:95b28 is not listed on IDEAS
    10. Amy K Rajala & Donald A Hantula, 2000. "Towards a behavioral ecology of consumption: delay-reduction effects on foraging in a simulated Internet mall," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 21(3-4), pages 145-158.
    11. Rosbergen, Edward & Pieters, Rik & Wedel, Michel, 1995. "Undirected visual attention to advertising : a segment-level analysis," Research Report 95B28, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    12. DiClemente, Diane F. & Hantula, Donald A., 2003. "Applied behavioral economics and consumer choice," Journal of Economic Psychology, Elsevier, vol. 24(5), pages 589-602, October.
    13. Carl Obermiller & Alan Sawyer, 2011. "The effects of advertisement picture likeability on information search and brand choice," Marketing Letters, Springer, vol. 22(2), pages 101-113, June.

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