Crowdfunding To Make A Difference: The Role Of Choice In Funding Social Ventures
In recent years, the Internet has allowed individuals across the globe to contribute to and even actively participate in ventures influencing pressing social issues. The growing prevalence of online Read More »
Author: Scott Sonenshein, Michal Herzenstein, Utpal M. Dholakia
Contributor: eb™ Research Team
Emotional Counter-Conditioning Of Brand Attitudes
We investigate a situation when a brands’ image suffers from negative emotional associations, such as for the Škoda car brand in the UK, which presumably was associated with embarrassment Read More »
Author: Vincent Nijs, Eva Walther, Jana Moeller, C. Miguel Brendl
Contributor: eb™ Research Team
Riding Coattails: When Co-branding Helps Versus Hurts Less-known Brands
New brands often partner with established brands to leverage existing associations. Conventional wisdom holds that such partnerships disproportionately benefit the less-known (Aaker and Keller 1990; Read More »
Author: Marcus Cunha Jr., Mark R. Forehand, Justin W. Angle
Contributor: eb™ Research Team
On The Automatic Effects Of Advertising: The Uncontrollability Of Evaluative Conditioning Effects
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 Read More »
Investigating Deliberative And Spontaneous Inferences As Outcomes Of Associative Learning With High
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 Read More »
Author: Bryan Gibson, Chris T. Allen, Douglas R. Ewing, Frank R. Kardes, Christopher Redker
Contributor: eb™ Research Team