Consequences of an Unpleasant Experience with Music: A Second-Order Negative Conditioning Perspective
实验发现，消费者若先前在令人不快的环境中听过某段音乐，之后在广告中再次听到时，对该广告品牌的态度会比初次接触该音乐的人更差。
Abstract This research examines the undesirable effects that an unpleasant experience with a musical composition can have on consumers' attitudes toward a brand that is subsequently associated with the music in an advertising-type relationship. Results from an experiment using second-order classical conditioning procedures indicate that subjects who were originally exposed to music in an unpleasant context held less favorable attitudes toward the brand than did subjects who were not preexposed to the music but rather learned it only in context of conditioning trials. Theoretical and practical implications are discussed.