An Investigation of the Mediational Mechanisms Underlying Attitudinal Conditioning
通过两个实验检验了经典条件作用影响品牌态度的两种机制：情感转移和推断信念形成，发现两者均有效，为广告中非语言线索的运用提供了指导。
The authors examine the two principal mechanisms that have been proposed as possible explanations for the effects of classical conditioning procedures in attitude-shaping applications. They report two experiments that test conditioning procedures for prompting inferential beliefs, versus transferring affect, as means to influencing brand attitudes. Both studies use an established empirical paradigm for shaping brand attitudes with pictures or visual images as the unconditioned stimuli. The results indicate that brand attitudes can be conditioned using both attractive images that promote direct affect transfer and descriptive visual images that promote inferential belief formation. These data suggest that conditioning procedures can produce multiple benefits when they are applied in selecting and arranging the nonverbal cues to be featured in an advertising campaign.