%0 Journal Article
%T Evaluaci¨®n del efecto de bloqueo en el condicionamiento cl¨¢sico de preferencias
%A Contreras-Bejarano
%A C¨¦sar A.
%A Devia-Luque
%A Camilo A.
%A Cruz-V¨¢squez
%A Julio E.
%A Torres-Berr¨ªo
%A Ang¨¦lica A
%A P¨¦rez-Acosta
%A Andr¨¦s M
%J Suma Psicol¨®gica
%D 2011
%I Elsevier
%X this experimental research was aimed to test kamin's blocking effect in classical conditioning of preferences applied in the advertisement area. this study was divided into three parts: preliminary study, experiment 1, and experiment 2. in the preliminary study, both conditioned (a false publicity brand) and unconditioned stimuli (female figure with a controlled waist-to-hip ratio) were selected. experiments 1 and 2 consisted of training in classical conditioning of preferences and blocking effect. 17-25 year-old undergraduate students of different careers participated in the present study. according to the results, a blocking effect was observed, suggesting an explanation for different phenomena in fields such as marketing or advertisement, especially when implying brands competition.
%K classical conditioning
%K preferences
%K advertising
%K brand names
%K physical attractiveness.
%U http://www.scielo.org.co/scielo.php?script=sci_abstract&pid=S0121-43812011000100009&lng=en&nrm=iso&tlng=en