or "negatively-valenced" stimuli (e.g., garbage cans and disgusting insects)-an evaluative conditioning effect also known …

substantially between studies. The present research takes an evaluative conditioning perspective to explain when and how brand … in‐game experiences. Building on the cognitive processes underlying evaluative conditioning, we also show that brand … thus also evaluative conditioning effects increase when players attend to the pairing of brands and positive …

Evaluative conditioning is an important determinant of consumers’ likes and dislikes. Three experiments show that it …

Evaluative conditioning is an important determinant of consumers’ likes and dislikes. Three experiments show that it …