Classical conditioning

Classical conditioning

1. Procedure able of modifying attitudes and preferences towards originally neutral stimuli

2. Variables that influence the effect of classical conditioning

   • Relations of contingency, contiguity and relevance with the stimuli

3. Need for subjects to be aware or not of the relationship between stimuli

   • The development of RCs is mediated by the conscious knowledge of the contingency between the conditioned and unconditioned stimuli

4. The CC is one of the processes responsible for the formation of affective responses towards brands and products