Resumo

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.

Palavras-chave : evaluative conditioning; consumer attitudes; persuasion; attractiveness.

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