PSY320H1 Chapter Notes - Chapter N/A: Toothpaste, Mouthwash, Classical Conditioning
Document Summary
The persistence of classically conditioned brand attitudes summary. Favourable images paired with fictitious brand of mouthwash. Immediately after exposure, week later, and 3 week delay. Attitudes formulated through classical conditioning are enduring. Concern that measurements taken immediately after advertising exposure do not correlate well to real life where people make decisions long after seeing an advertisement. Attitudes seem not to be consistent over time. For 2 day delay, only positive attitudes affected the brand. After a week long delay, both positive and negative attitudes affected it. Attitudes towards the brand decrease over time, but brand awareness increases. Classical conditioning was thought to be a low level form of learning. Classical conditioning can be enduring in the absence of extinction procedures. Tends to be fairly persistent in animals, lasting more than 180 days after conditioning. Subjects exposed to conditioning will exhibit a conditioned response.
