TY  - JOUR
PY  - 2011//
TI  - Beyond Evaluative Conditioning! Evidence for Transfer of Non-Evaluative Attributes
JO  - Social psychological and personality science
A1  - Förderer, Sabine
A1  - Unkelbach, Christian
SP  - 479
EP  - 486
VL  - 2
IS  - 5
N2  - 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 />
LA  - 
SN  - 1948-5506
UR  - http://dx.doi.org/10.1177/1948550611398413
ID  - ref1
ER  -