bachelorThesis
Comparación del efecto de mera exposición y el condicionamiento clásico en la formación de preferencias
Fecha
2015Autor
Galindo Ramírez, Eliana Andrea
Gómez Espinosa, Natalia Alejandra
Institución
Resumen
The aim of this study was to compare the effectiveness of classical conditioning (CC) and the effect of mere exposure (ME) in supraliminal conditions (2000 milliseconds -ms-) on the formation of preferences for brands advertising. An experiment was conducted with an intra-subject design, where the affective variable was manipulated by the two processes to compare and the dependent variable -preference toward brands- was measured through a forced-choice task and a semantic differential. The participants of the experiment were 70 men, medical students from the Universidad del Rosario aged between 18 and 22 years. The CC was performed using a simultaneous procedure and the independent variable conditions was exposed 8 times with a duration of 2000 ms. The results showed that the two procedures generated preferences in participants, but there’s not significant differences between the effectiveness of the procedures.