Two Ways of Learning Brand Associations

Four studies show that consumers have not one but two distinct learning processes that allow them to use brand names and other product features to predict consumption benefits. The first learning process is a relatively unfocused process in which all stimulus elements get cross-referenced for later retrieval. This process is backward looking and consistent with human associative memory (HAM) models. The second learning process requires that a benefit be the focus of prediction during learning. It assumes feature-benefit associations change only to the extent that the expected performance of the product does not match the experienced performance of the product. This process is forward looking and consistent with adaptive network models. The importance of this two-process theory is most apparent when a product has multiple features. During HAM learning, each feature-benefit association will develop independently. During adaptive learning, features will compete to predict benefits and, thus, feature-benefit associations will develop interdependently. We find adaptive learning of feature-benefit associations when consumers are motivated to learn to predict a benefit (e.g., because it is perceived to have hedonic relevance) but find HAM learning when consumers attend to an associate of lesser motivational significanc

Evaluative Conditioning 2.0: Referential versus Intrinsic Learning of Affective Value

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

Connective tissue activation. xxxv. detection of connective tissue activating peptide–iii isoforms in synovium from osteoarthritis and rheumatoid arthritis patients: patterns of interaction with other synovial cytokines in cell culture

Objective. To determine whether extracts of unincubated osteoarthritis (OA) and rheumatoid arthritis (RA) synovial tissue contain connective tissue activating peptide–III (CTAP-III) isoforms and prostaglandin E 2 (PGE 2 ), and whether such extracts have growth-promoting activity, and to determine whether binary combinations of CTAP-III with other cytokines reported to be present in synovial tissue lead to synergistic, additive, or inhibitory effects on growth. Methods. Acid–ethanol extracts of human synovium were examined for growth-promoting activity by measuring formation of 14 C-glycosaminoglycan ( 14 CGAG) and 3 H-DNA in synovial cell cultures; PGE 2 was measured by enzyme immunoassay, and CTAP-III isoforms were identified by Western blotting of extracted proteins separated by sodium dodecyl sulfate–polyacrylamide gel electrophoresis. Growth-promoting activity of CTAP-III and other cytokines was tested in synovial cultures treated with the agonists singly and in binary combination, by measuring changes in synthesis of 14 C-GAG and 3 H-DNA. Results. Platelet-derived CTAP-III and a cleavage isoform with the electrophoretic mobility of CTAP-III–des 1–15/neutrophil-activating peptide–2 (NAP-2) and PGE 2 were found in biologically active extracts of synovial samples from patients with RA and OA. Five growth factors (recombinant epidermal growth factor [rEGF], recombinant interleukin-1Β [rIL-1Β], basic fibroblast growth factor [bFGF], PGE 1 , and PGE 2 ) in binary combination with CTAP-III showed synergism in stimulating GAG synthesis; two (recombinant platelet-derived growth factor type BB [rPDGF-BB] and recombinant transforming growth factor Β [rTGFΒ]) had an additive effect. In combination with CTAP-III, rEGF and rPDGF-BB had a synergistic effect in promoting DNA synthesis, rTGFΒ and rbFGF had an additive effect, and rIL-1Β, PGE 1 , and PGE 2 were antagonistic. Conclusions. The results suggest that, in addition to endogenous factors, CTAP-III and other plateletderived cytokines may play roles in regulating synovial cell metabolism in RA and OA, and that combinations of growth factors may be more significant than single agents in amplification or suppression of important cell functions.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/37793/1/1780350712_ftp.pd

Studies on Olividae. 9. Ten additional suture characters for Oliva taxonomy

Volume: 3Start Page: 81End Page: 8

Evaluative Conditioning 2.0: Referential versus Intrinsic Learning of Affective Value

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.evaluative conditioning;intrinsic learning;referential learning