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Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction
Author(s) -
Till Brian D.,
Stanley Sarah M.,
Priluck Randi
Publication year - 2008
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20205
Subject(s) - psychology , belongingness , extinction (optical mineralogy) , conditioning , social psychology , affect (linguistics) , resistance (ecology) , product (mathematics) , associative learning , advertising , cognitive psychology , communication , business , paleontology , ecology , statistics , geometry , mathematics , biology
Three studies attempt to better explain how celebrities are used effectively as conditioned stimuli in the associative learning process. Study 1 establishes that direct affect transfer can occur using celebrities via conditioning. Study 2 suggests that celebrity conditioning will be more effective when there is an appropriate fit (belongingness) between the celebrity and the product endorsed—also known as the match‐up hypothesis. Finally, Study 3 examines whether attitudes toward brands paired with celebrities are resistant to efforts to extinguish them using extinction procedures. The findings suggest that conditioning with celebrities yields brand attitudes that are robust and enduring. © 2008 Wiley Periodicals, Inc.