Attitude toward the Advertisement and Brand Attitudes: A Classical Conditioning Perspective

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Abstract
Affectively-valenced television commercials for supermarket products were used as treatment stimuli in a laboratory test of the role of the attitude toward the ad construct. Results show that affect generated by TV commercials does influence attitude toward the advertised brands. However, the lack of support for hypotheses designed to rule out alternative mechanisms which might account for this linkage leaves the proposed classical conditioning mechanism open to question.