Can Evaluative Conditioning Change Attitudes toward Mature Brands? New Evidence from the Implicit Association Test
Author:
Publisher
Oxford University Press (OUP)
Subject
Marketing,Economics and Econometrics,Arts and Humanities (miscellaneous),Anthropology,Business and International Management
Link
http://academic.oup.com/jcr/article-pdf/35/1/178/5228210/35-1-178.pdf
Reference62 articles.
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3. Baccus, Jodene R., Mark W. Baldwin, and Dominic J. Packer (2004), “Increasing Implicit Self-Esteem through Classical Conditioning,” Psychological Science, 15 (July), 498–502.
4. Balasubramanian, Siva K. (1994), “Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues,” Journal of Advertising, 23 (December), 29–46.
5. Balasubramanian, Siva K., James A. Karrh, and Hemant Patwardhan (2006), “Audience Response to Product Placements: An Integrative Framework and Future Research Agenda,” Journal of Advertising, 35 (Fall), 115–41.
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