Year: 2011
Type: article
Abstract: Evaluative conditioning (EC) is the change in liking due to the paring of an affectively meaningful and a neutral stimulus. Starting with the exemplary question of why we like the iPhone, this article provides an overview of past and present research and gives an outlook to future research on this topic. We outline four different theoretical EC accounts and discuss how each account is consistent with current empirical evidence.
Authors: Eva Walther, Rebecca Weil, Tina Langer
Institution: Universität Trier
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W1567296555