%0 Journal Article
%T Beyond Evaluative Conditioning! Evidence for Transfer of Non-Evaluative Attributes
%J Social psychological and personality science
%D 2011
%A Förderer, Sabine
%A Unkelbach, Christian
%V 2
%N 5
%P 479-486
%X 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 />
%G 
%I SAGE Publishing
%@ 1948-5506
%U http://dx.doi.org/10.1177/1948550611398413