Does Cue competition reduce conditioned liking of brands and products?

Abstract

Abstract The present studies investigated whether the visual co‐presentation of a brand name and a product visual increases or decreases the acquisition of liking toward these stimuli in a conditioning paradigm. In Study 1, participants were presented with an elemental brand name, an elemental product visual, or a compound of both stimuli, along with liked faces. Results indicated that the mere pairing with the liked face led to increased liking in the elemental condition, but not in the compound condition (i.e., cue competition). Study 2 showed that this effect is due to the divided attention toward the compound, but not due to competition among conditioned stimuli (CSs) to predict the unconditioned stimulus (US). © 2011 Wiley Periodicals, Inc.

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