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Social Psychology of Consumers

  • Rajagopal
Palgrave Macmillan UK, (2015), 223-247
DOI: 10.1057/9781137434975_9
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Abstract

Marketing practitioners claim that sex in advertising only works for products that are related to sex. The presented experiment underpins that this folk hypothesis is not true. Via semantic conditioning (a variant of evaluative conditioning) erotic meanings can be transferred to any product including those totally unrelated to sex

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APA

Rajagopal. (2015). Social Psychology of Consumers. In The Butterfly Effect in Competitive Markets (pp. 223–247). Palgrave Macmillan UK. https://doi.org/10.1057/9781137434975_9

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