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Why Do We Like the iPhone? The Role of Evaluative Conditioning in Attitude Formation
Author(s) -
Walther Eva,
Weil Rebecca,
Langer Tina
Publication year - 2011
Publication title -
social and personality psychology compass
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.699
H-Index - 53
ISSN - 1751-9004
DOI - 10.1111/j.1751-9004.2011.00366.x
Subject(s) - psychology , conditioning , stimulus (psychology) , social psychology , cognitive psychology , empirical research , classical conditioning , epistemology , philosophy , statistics , mathematics
Evaluative conditioning (EC) is the change in liking due to the paring of an affectively meaningful and a neutral stimulus. Starting with the exemplary question of why we like the iPhone, this article provides an overview of past and present research and gives an outlook to future research on this topic. We outline four different theoretical EC accounts and discuss how each account is consistent with current empirical evidence.