Why do we like the iPhone? The role of evaluative conditioning in attitude formation
(2011)
Journal Article
Walther, E., Weil, R., & Langer, T. (2011). Why do we like the iPhone? The role of evaluative conditioning in attitude formation. Social and Personality Psychology Compass, 5(7), 473-486. https://doi.org/10.1111/j.1751-9004.2011.00366.x
Evaluative conditioning (EC) is the change in liking due to the paring of an affectively meaningful and a neutral stimulus. Starting with the exemplary question of why we like the iPhone, this article provides an overview of past and present research... Read More about Why do we like the iPhone? The role of evaluative conditioning in attitude formation.