The influence of classical-conditioning procedures on subsequent attention to the conditioned brand.

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.contingency awareness; orienting response; external validity; consumer research; context; stimulus; recall;