Changing brand attitudes by pairing brands with affective stimuli is called evaluative conditioning (EC). EC is defined as the change in liking of conditioned stimuli or brands (CS) caused by their
In his insightful theoretical critique, De Houwer (2007) advocates an effects-based perspective regarding the meaning of evaluative conditioning (EC): evaluative conditioning can be defined as an
From scrapbooking to gift designing, from online co-creation (e.g., “My Starbucks Idea”) to customization (e.g., NikeID customization service), people often undertake the role of designer. The
From deadly natural disasters to terrorism and wars to violent crimes, today’s 24/7 media constantly exposes us to information that makes our own mortality salient. At times, we may even be quite
Considerable consumer research has established that a critical area of study is the investigation of contextual factors that enable consumers to be creative (e.g., Moreau and Dahl 2005). Alarmingly,
