Why Do We Like the iPhone? The Role of Evaluative Conditioning in Attitude Formation

Eva Walther · Rebecca Weil · Tina Langer

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Consumer Behavior in Brand Consumption and Identification Social and Intergroup Psychology Color perception and design

Abstract

Abstract Evaluative conditioning (EC) is the change in liking due to the paring of an affectively meaningful and a neutral stimulus. Starting with the exemplary question of why we like the iPhone, this article provides an overview of past and present research and gives an outlook to future research on this topic. We outline four different theoretical EC accounts and discuss how each account is consistent with current empirical evidence.

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References

1968Attitudinal effects of mere exposure.1983Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states.2014Handbook of Social Cognition 1962On the social psychology of the psychological experiment: With particular reference to demand characteristics and their implications.1987Attribution: Perceiving the Causes of Behavior 1994The four horsemen of automaticity: Awareness, intention, efficiency, and control in social cognition.1987Attribution in social interaction.2001Association learning of likes and dislikes: A review of 25 years of research on human evaluative conditioning.

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