Evaluative Conditioning 2.0: Direct and Indirect Transfer of Affect to Brands


Steven Sweldens
  • Speaker
Rotterdam School of Management (RSM), Erasmus University Rotterdam

Event Information

Type
Research Seminar
Programme
Marketing
Date
Mon. 22 Sep. 2008
Contact
Time
12:00-13:30 hours
E-mail
Location
Mandeville Building T3-09
Number


Abstract

When a brand co-occurs repeatedly with a positively valenced affective stimulus, the brand becomes more positively evaluated itself. The underlying associative learning process is referred to as evaluative conditioning. The leading theory about evaluative conditioning holds that the positive affect only becomes indirectly associated to the brand. Indirect evaluative conditioning means that after repeated co-occurences, the brand evokes (un)conscious memories of the affective stimulus, which in turn cause the brand to be evaluated more positively. In this article, I introduce a new theory and show that evaluative conditioning can also be direct. In this case, the positive affect from the affective stimulus becomes directly attached to the brand and the positive response to the brand no longer relies on (un)conscious memories of the affective stimulus. Importantly, I show when each type of evaluative conditioning takes place (experiments 1 and 2). I also demonstrate that direct affect transfer is much less susceptible to the negative effects on brand equity of associated affective stimuli such as endorsers losing their luster (experiment 2) and is much less vulnerable to interference by new learning (experiment 3).
 
Contact information:
Dr. S. Puntoni
Email
Stefano Puntoni
Professor of Marketing
  • Coordinator