@article{ref1,
title="Beyond Evaluative Conditioning! Evidence for Transfer of Non-Evaluative Attributes",
journal="Social psychological and personality science",
year="2011",
author="Förderer, Sabine and Unkelbach, Christian",
volume="2",
number="5",
pages="479-486",
abstract="Evaluative conditioning is the valence transfer from positive or negative stimuli to initially neutral stimuli through repeated co-occurrences of those stimuli. Theoretically, it should also be possible to condition non-evaluative attributes. Three experiments show the transfer of a non-evaluative attribute: By repeatedly presenting neutral people with athletic or nonathletic people, initially neutral people became more athletic while valence was controlled for statistically and experimentally. A fourth experiment generalizes the effect to shapes and nonwords as neutral stimuli. Athleticism transfer was found on direct ratings and indirect measures (a modified affect misattribution procedure and a categorical priming task). These data broaden the applicability of conditioning as a procedure for trait acquisition with important practical implications for advertising and brand image formation.<p />",
language="",
issn="1948-5506",
doi="10.1177/1948550611398413",
url="http://dx.doi.org/10.1177/1948550611398413"
}