The role of contingency awareness, involvement, and need for cognition in attitude formation
Journal of the Academy of Marketing Science · 2004 · Volume 32 · Issue 3
Abstract
This research investigates the role of involvement and need for cognition in influencing contingency awareness in attitude formation. Two experiments examine the nature of favorable attitudes formulated through established classical conditioning procedures. The results of Experiment 1 indicate that awareness influences attitudes toward a conditioned stimulus, particularly under conditions of high involvement and high need for cognition. Experiment 2 suggests that contingency awareness mediates the relationship between inferential belief formation and attitudes and that this effect is stronger under high involvement and high need for cognition. Implications for understanding the role of classical conditioning procedures in advertising are discussed.
Keywords
classical conditioning, attitudes, involvement, need for cognition and associative learning
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