Psychology Commons^™

Evaluative Conditioning Of Product Preferences: An Eye-Tracking Perspective, Christine E. Weber

Theses and Dissertations

In evaluative conditioning, the affective response toward a neutral stimulus is altered by pairing it with a positive or negative stimulus. One behavioral and two eye tracking studies were conducted to investigate how evaluative conditioning operates on consumer preferences by pairing neutral products with valenced music and using multiple product exemplars and test trials in order to test evaluative effects at the individual level. Study 1 showed an overall positive effect of evaluative conditioning on choice and liking ratings, although there were individual differences in the magnitude and direction of the effect. Study 2 found significant results at the individual …