Assessment of the blocking effect in classical conditioning of preferences

César A. Contreras-Bejarano, Camilo A. Devia-Luque, Julio E. Cruz-Vásquez, Angélica A. Torres-Berrío, Andrés M. Pérez-Acosta

Research output: Contribution to journalArticle

Abstract

This experimental research was aimed to test Kamin's blocking effect in classical conditioning of preferences applied in the advertisement area. This study was divided into three parts: preliminary Study, Experiment 1, and Experiment 2. In the preliminary Study, both conditioned (a false publicity brand) and unconditioned stimuli (female figure with a controlled waist-to-hip ratio) were selected. Experiments 1 and 2 consisted of training in classical conditioning of preferences and blocking effect. 17-25 year-old undergraduate students of different careers participated in the present study. According to the results, a blocking effect was observed, suggesting an explanation for different phenomena in fields such as marketing or advertisement, especially when implying brands competition.
Original languageEnglish (US)
Pages (from-to)97-106
Number of pages10
JournalSuma Psicologica
StatePublished - Jan 1 2011

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Classical Conditioning
Waist-Hip Ratio
Marketing
Students
Research

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Contreras-Bejarano, C. A., Devia-Luque, C. A., Cruz-Vásquez, J. E., Torres-Berrío, A. A., & Pérez-Acosta, A. M. (2011). Assessment of the blocking effect in classical conditioning of preferences. Suma Psicologica, 97-106.
Contreras-Bejarano, César A. ; Devia-Luque, Camilo A. ; Cruz-Vásquez, Julio E. ; Torres-Berrío, Angélica A. ; Pérez-Acosta, Andrés M. / Assessment of the blocking effect in classical conditioning of preferences. In: Suma Psicologica. 2011 ; pp. 97-106.
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Contreras-Bejarano, CA, Devia-Luque, CA, Cruz-Vásquez, JE, Torres-Berrío, AA & Pérez-Acosta, AM 2011, 'Assessment of the blocking effect in classical conditioning of preferences', Suma Psicologica, pp. 97-106.

Assessment of the blocking effect in classical conditioning of preferences. / Contreras-Bejarano, César A.; Devia-Luque, Camilo A.; Cruz-Vásquez, Julio E.; Torres-Berrío, Angélica A.; Pérez-Acosta, Andrés M.

In: Suma Psicologica, 01.01.2011, p. 97-106.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Assessment of the blocking effect in classical conditioning of preferences

AU - Contreras-Bejarano, César A.

AU - Devia-Luque, Camilo A.

AU - Cruz-Vásquez, Julio E.

AU - Torres-Berrío, Angélica A.

AU - Pérez-Acosta, Andrés M.

PY - 2011/1/1

Y1 - 2011/1/1

N2 - This experimental research was aimed to test Kamin's blocking effect in classical conditioning of preferences applied in the advertisement area. This study was divided into three parts: preliminary Study, Experiment 1, and Experiment 2. In the preliminary Study, both conditioned (a false publicity brand) and unconditioned stimuli (female figure with a controlled waist-to-hip ratio) were selected. Experiments 1 and 2 consisted of training in classical conditioning of preferences and blocking effect. 17-25 year-old undergraduate students of different careers participated in the present study. According to the results, a blocking effect was observed, suggesting an explanation for different phenomena in fields such as marketing or advertisement, especially when implying brands competition.

AB - This experimental research was aimed to test Kamin's blocking effect in classical conditioning of preferences applied in the advertisement area. This study was divided into three parts: preliminary Study, Experiment 1, and Experiment 2. In the preliminary Study, both conditioned (a false publicity brand) and unconditioned stimuli (female figure with a controlled waist-to-hip ratio) were selected. Experiments 1 and 2 consisted of training in classical conditioning of preferences and blocking effect. 17-25 year-old undergraduate students of different careers participated in the present study. According to the results, a blocking effect was observed, suggesting an explanation for different phenomena in fields such as marketing or advertisement, especially when implying brands competition.

M3 - Article

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EP - 106

JO - Suma Psicologica

JF - Suma Psicologica

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Contreras-Bejarano CA, Devia-Luque CA, Cruz-Vásquez JE, Torres-Berrío AA, Pérez-Acosta AM. Assessment of the blocking effect in classical conditioning of preferences. Suma Psicologica. 2011 Jan 1;97-106.