Can Evaluative Conditioning Change Well-Established Attitudes Towards Popular Brands? Your Brain Says Yes Even Though Your Mouth Says No
Abstract
1. Introduction
2. Materials and Methods
2.1. Participants
2.2. Stimuli
Conditioning Stimuli
2.3. Individual Pre-Assessment of Brand Attitudes
2.4. Lab Experiment
2.5. Data Recording and Processing
2.5.1. Explicit Data
2.5.2. Implicit Association Test (IAT)
2.5.3. Event related potentials
3. Results
3.1. Explicit Responses (Self-Report)
3.2. IAT
3.3. Implicit Attitudes - Event Related Potentials
3.3.1. Liked Brands
3.3.2. Disliked Brands
3.3.3. Frontal Asymmetry Effects
3.3.4. LPP Effects
3.3.5. Filler Brands
4. Discussion
4.1. Self-Report and IAT
4.2. Event Related Potentials
5. Conclusions
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
References
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Bosshard, S.; Koller, M.; Walla, P. Can Evaluative Conditioning Change Well-Established Attitudes Towards Popular Brands? Your Brain Says Yes Even Though Your Mouth Says No. Brain Sci. 2019, 9, 106. https://doi.org/10.3390/brainsci9050106
Bosshard S, Koller M, Walla P. Can Evaluative Conditioning Change Well-Established Attitudes Towards Popular Brands? Your Brain Says Yes Even Though Your Mouth Says No. Brain Sciences. 2019; 9(5):106. https://doi.org/10.3390/brainsci9050106
Chicago/Turabian StyleBosshard, Shannon, Monika Koller, and Peter Walla. 2019. "Can Evaluative Conditioning Change Well-Established Attitudes Towards Popular Brands? Your Brain Says Yes Even Though Your Mouth Says No" Brain Sciences 9, no. 5: 106. https://doi.org/10.3390/brainsci9050106
APA StyleBosshard, S., Koller, M., & Walla, P. (2019). Can Evaluative Conditioning Change Well-Established Attitudes Towards Popular Brands? Your Brain Says Yes Even Though Your Mouth Says No. Brain Sciences, 9(5), 106. https://doi.org/10.3390/brainsci9050106