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Suma Psicológica 2011
Evaluación del efecto de bloqueo en el condicionamiento clásico de preferenciasKeywords: classical conditioning, preferences, advertising, brand names, physical attractiveness. Abstract: 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.
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