Consequences' function on the alteration of pilot brands hierarchies

Javier A. Gómez-Díaz, Andrés M. Pérez-Acosta

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

Consequences' function on the alteration of brands hierarchies (positioning) was examined from an operant perspective of symbolic behavior. Brands memory, preference, and purchase intention were compared between experimental and control groups. Experimental group received training, with informative consequences, of six functionally equivalent classes of stimuli. Control group was exposed to a similar procedure, without informative consequences. It was found that informative consequences were positively associated with alteration in memory, preference, and purchase intention hierarchies, unlike from the absence of such consequences. It also discusses the consequences' role in formation as well as in derived hierarchies alteration.
Original languageEnglish (US)
Pages (from-to)1-16
Number of pages16
JournalRevista Mexicana de Analisis de la Conducta
StatePublished - Dec 1 2010

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abstract = "Consequences' function on the alteration of brands hierarchies (positioning) was examined from an operant perspective of symbolic behavior. Brands memory, preference, and purchase intention were compared between experimental and control groups. Experimental group received training, with informative consequences, of six functionally equivalent classes of stimuli. Control group was exposed to a similar procedure, without informative consequences. It was found that informative consequences were positively associated with alteration in memory, preference, and purchase intention hierarchies, unlike from the absence of such consequences. It also discusses the consequences' role in formation as well as in derived hierarchies alteration.",
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Consequences' function on the alteration of pilot brands hierarchies. / Gómez-Díaz, Javier A.; Pérez-Acosta, Andrés M.

In: Revista Mexicana de Analisis de la Conducta, 01.12.2010, p. 1-16.

Research output: Contribution to journalArticle

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AU - Gómez-Díaz, Javier A.

AU - Pérez-Acosta, Andrés M.

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N2 - Consequences' function on the alteration of brands hierarchies (positioning) was examined from an operant perspective of symbolic behavior. Brands memory, preference, and purchase intention were compared between experimental and control groups. Experimental group received training, with informative consequences, of six functionally equivalent classes of stimuli. Control group was exposed to a similar procedure, without informative consequences. It was found that informative consequences were positively associated with alteration in memory, preference, and purchase intention hierarchies, unlike from the absence of such consequences. It also discusses the consequences' role in formation as well as in derived hierarchies alteration.

AB - Consequences' function on the alteration of brands hierarchies (positioning) was examined from an operant perspective of symbolic behavior. Brands memory, preference, and purchase intention were compared between experimental and control groups. Experimental group received training, with informative consequences, of six functionally equivalent classes of stimuli. Control group was exposed to a similar procedure, without informative consequences. It was found that informative consequences were positively associated with alteration in memory, preference, and purchase intention hierarchies, unlike from the absence of such consequences. It also discusses the consequences' role in formation as well as in derived hierarchies alteration.

M3 - Article

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EP - 16

JO - Revista Mexicana de Analisis de la Conducta

JF - Revista Mexicana de Analisis de la Conducta

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