Resumo

CONTRERAS-BEJARANO, César A. et al. Assessment of the blocking effect in classical conditioning of preferences. Suma Psicol. [online]. 2011, vol.18, n.1, pp.97-106. ISSN 0121-4381.

This experimental research was aimed to test Kamin's blocking effect in classical conditioning of preferences applied in the advertisement area. This study was divided into three parts: preliminary Study, Experiment 1, and Experiment 2. In the preliminary Study, both conditioned (a false publicity brand) and unconditioned stimuli (female figure with a controlled waist-to-hip ratio) were selected. Experiments 1 and 2 consisted of training in classical conditioning of preferences and blocking effect. 17-25 year-old undergraduate students of different careers participated in the present study. According to the results, a blocking effect was observed, suggesting an explanation for different phenomena in fields such as marketing or advertisement, especially when implying brands competition.

Palavras-chave : classical conditioning; preferences; advertising; brand names; physical attractiveness.

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