کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1026972 1483426 2012 15 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
A critical review of classical conditioning effects on consumer behavior
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
A critical review of classical conditioning effects on consumer behavior
چکیده انگلیسی

This paper reviews extant research in classical conditioning effects in consumer behavior and advertising contexts to determine whether they are real or illusory. The empirical results reveal that in cases where classical conditioning effects were found, they could be countermined by the deficiencies in research methodologies, demand artifacts, the mediating role of contingency awareness, or some alternative mechanisms. In cases where the effects were not observed, the failure could be attributed to violations of the conditions for classical conditioning to occur or absence of contingency and demand awareness. It is concluded that thus far there has been no convincing evidence for classical conditioning effects on consumer behavior. Suggestions for future research in this area are presented.


► This paper reviews classical conditioning effects in consumer behavior.
► The classical conditioning effects found could be countermined by many factors.
► Failure to find classical conditioning stemmed from improper research procedure.
► No convincing evidence exists for classical conditioning effects on consumers.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Australasian Marketing Journal (AMJ) - Volume 20, Issue 4, November 2012, Pages 282–296
نویسندگان
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