Services on Demand
Journal
Article
Indicators
Cited by SciELO
Access statistics
Related links
Cited by Google
Similars in SciELO
Similars in Google
Share
Revista Latinoamericana de Psicología
Print version ISSN 0120-0534
Abstract
CRUZ, JULIO EDUARDO. EVALUATIVE CONDITIONING OF CONSUMER'S PREFERENCES BASED ON PHYSICAL ATTRACTIVENESS. rev.latinoam.psicol. [online]. 2008, vol.40, n.2, pp.345-359. ISSN 0120-0534.
In order to improve the design of persuasive communications and to suggest a strategy to select Unconditional Evaluating Stimuli, the assumptions of "waist-to-hip ratio" theory were applied to a procedure corresponding to the Image-Image Evaluative Conditioning Paradigm. Forty-two stimuli were presented to 34 university students: Twelve women images with different waist-to-hip ratios, 3 brand stimuli, 3 perfume bottling stimuli and 24 advertising stimuli. Results support the predictions showing a preference for lower waist-to-hip ratios, offering new data for the stimulus selection debate, and showing a positive effect of waist-tohip ratio association with a brand, on consumer preference.
Keywords : evaluative conditioning; consumer attitudes; persuasion; attractiveness.