THE PERSISTENCE OF CLASSICALLY-CONDITIONED BRAND ATTITUDES

The researchers investigated the long-term effects of classically cond itioned attitudes toward a brand, in two experiments, subjects were ex posed to classical conditioning procedures in which favorable images w ere paired with a fictitious brand of mouthwash. Study 1, a within-sub jects design, examined attitudes of a single subject pool immediately after exposure, after a one-week delay, and after a three-week, delay. In study 2, the same methods and procedures were used to condition fa vorable responses to the test brand, but a between-subjects design was used to control for possible measurement effects. Measurements were t aken immediately after exposure to conditioning trials for one group o f subjects and three weeks after exposure to the trials for a second g roup. Results from both studies support the hypothesis that attitudes formulated through classical conditioning are enduring.