Emotional Ability And Associative Learning: How Experiencing And Reasoning About Emotions Impacts Evaluative Conditioning

Keywords

Attitude formation; Emotional ability; Evaluative conditioning; Implicit attitudes

Abstract

We extend evaluative conditioning research by examining how differences in emotional ability impact implicit and explicit attitude formation from conditioning. Across five studies, the ability to experience emotional information enhanced the valence of implicit attitudes toward a conditioned stimulus (CS). Conversely, the ability to reason about emotional information reduced the impact of implicit CS attitudes on subsequent explicit evaluations. Furthermore, we examine how brand familiarity and the timing of conditioned and unconditioned stimulus pairings impacts attitude formation. Implications for associative learning and persuasion are provided.

Publication Date

12-1-2018

Publication Title

Journal of Consumer Research

Volume

45

Issue

4

Number of Pages

743-760

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1093/jcr/ucy026

Socpus ID

85060985695 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85060985695

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