The Persistence of Classically Conditioned Brand Attitudes

Abstract The researchers investigated the long-term effects of classically conditioned attitudes toward a brand. In two experiments, subjects were exposed to classical conditioning procedures in which favorable images were paired with a fictitious brand of mouthwash. Study 1, a within-subjects design, examined attitudes of a single subject pool immediately after exposure, after a one-week delay, and after a three-week delay. In study 2, the same methods and procedures were used to condition favorable responses to the test brand, but a between-subjects design was used to control for possible measurement effects. Measurements were taken immediately after exposure to conditioning trials for one group of subjects and three weeks after exposure to the trials for a second group. Results from both studies support the hypothesis that attitudes formulated through classical conditioning are enduring.