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.
| Translated title of the contribution | Assessment of the blocking effect in classical conditioning of preferences |
|---|---|
| Original language | Spanish |
| Pages (from-to) | 97 - 106 |
| Number of pages | 9 |
| Journal | Suma Psicologica |
| Volume | 18 |
| Issue number | 1 |
| State | Published - 2011 |