The role of affect in attitude formation: A classical conditioning approach
John Kim, Jeen-Su Lim, Mukesh Bhargava
Journal of the Academy of Marketing Science · 1998 · Volume 26 · Issue 2
Abstract
This study investigates the role of affect in attitude formation. Two experiments, using established conditioning procedures, assessed the impact of affect on attitude formation. The results of Experiment 1 indicate that affect can influence attitudes even in the absence of product beliefs. The results of Experiment 2 suggest that affect plays as important or more important a role than the belief mechanism in attitude formation, depending on the number of repetitions. Implications of the results for understanding the role of affect in advertising are discussed.
Keywords
Conditioned Stimulus, Positive Affect, Unconditioned Stimulus, Classical Conditioning, Consumer Research
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