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13 CM 1 2 Cautera, J. R The problem of backward conditioning. Journal of Psychology, 60, Chance, P Learning & behavior 5th ed.. Belmont,CA: Wadsworth. Chaudhuri, A Emotion and reason in consumer behavior. Oxford, UK : Butterworth-Heinemann Cialdini,R.B Influence : Science and practice 4th ed.. Boston : Allyn &Bacon Dawson, M. E., & Schell, A. M Information processing and human autonomic classical conditioning. In. P. K. Ackles, J. R. Jennings, & M. G. H. Coles Eds.Advances in psychophysiology Vol.1, pp Greenwich, CT : JAI Press. DeHouwer,J.,Thomas,S.,&Baeyens,F Associative learning of likes and dislikes : A review of 25 years of research on human evaluative conditioning. Psychological Bulletin, 127, http : // Hall, J. F Backward conditioning in Pavlovian type studies : Reevaluation and present status. Pavlovian Journal of Biological Sciences, 19, CM 2005 A B 1997 pp
14 CM Kim,J.,Allen,C.T.,&Kardes,F.R An investigation of the meditational mechanisms underlying attitudinal conditioning. Journal of Marketing Research, 33, Koten, J. 1984, January 19. Coca-Cola turns to Pavlov... Wall Street Journal, p.1. Levey, A.B., & Martin, I Classical conditioning of human evaluative responses. Behaviour Research and Therapy, 13, Mazur, J. E Learning and behavior 6th ed.. Upper Saddle River, NJ : Prentice Hall Michael, J Distinguishing between discriminative and motivational functions of stimuli. Journal of the Experimental Analysis of Behavior, 37, Michael, J Establishing operations. TheBehaviorAnalyst,16, CM CD 2006 CM Super More CD 2006 a b Pavlov,I.P Conditioned reflexes : An investigation of the physiological activities of the cerebral cortex G. V. Anrep, Trans.. Oxford : Oxford University Press. Original work published 1927 Powell,R.A.,Symbaluk,D.G.,&MacDonald,S.E Introduction to learning & behavior. Belmont, CA : Wadsworth. Razran, G Backward conditioning. Psychological Bulletin, 53, The Coca-Cola TVCF Chronicles DVD 2009The Coca-Cola TVCF Chronicles 2 DVD Spetch, M. L., Wilkie, D. M., & Pinel, J. P. J Backward conditioning : A reevaluation of the empirical evidence. Psychological Bulletin, 89,
15 CM Staats, A. W., & Staats, C. K Attitudes established by classical conditioning. Journal of Abnormal and Social Psychology, 57, Strong,E.K.,Jr Theories of selling. Journal of Applied Psychology, 9, Stuart,E.W.,Shimp,T.A.,&Engle,R.W Classical conditioning of consumer attitudes : Four experiments in an advertising context. Journal of Consumer Research, 14, , pp
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