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The Role of Affect in Attitude Formation: A Classical Conditioning Approach

Oakland University

Jeen-Su Lim

University of Toledo

Mukesh Bhargava

Oakland University

This study investigates the role of affect in attitude formation. Two experiments, using established conditioning procedures, assessed the impact of affect on attitude formation. The results of Experiment 1 indicate that affect can influence attitudes even in the absence of product beliefs. The results of Experiment 2 suggest that affect plays as important or more important a role than the belief mechanism in attitude formation, depending on the number of repetitions. Implications of the results for understanding the role of affect in advertising are discussed.

Journal of the Academy of Marketing Science, Vol. 26, No. 2, 143-152 (1998)
DOI: 10.1177/0092070398262005


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