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Experimental study demonstrates attitude change via visual imagery and classical conditioning in consumers, suggesting sensory associations shape preferences beyond verbal beliefs.
A new theory of the way in which advertising can influence consumers' attitudes toward products is proposed. The theory is based on visual imagery and classical conditioning rather than on the typical verbal belief summation approach to attitude. A supportive experiment is presented and the persuasive function of visual imagery in advertising is discussed.
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Rossiter et al. (1980) studied this question.
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