Introduction
People can identify emotionally with certain things, for example, products or brands, either liking or disliking them. This can depend on whether the item has been positively or negatively perceived by the individual. An example of positive pairing can often been seen in advertising, a cleaning product paired with a proud housewife showing her clean home and an example, of negative pairing can often be see in the health service, fatty food paired with obesity Something which is viewed more favourable in our minds, which has been associated with a positive link and something which is perceived negatively as a result of a negative link has been described as evaluative conditioning. Evaluative conditioning shows similarities to classical conditioning …show more content…
The logo was regarded as unlikable by thirteen out of the twenty participants in the control condition compared to only five in the experimental condition. The results show that they were statistically significant, therefore, they were not down to just chance alone. In consideration of this the results support the hypothesis that if the DE100 logo is paired with a corresponding positive image (graduating students) then it is perceived more favourably than if it is not. This could have been achieved by the manipulation of the positive pairing rather than the actual liking of the DE100 logo itself.
The DE100 experiment had a simple and straightforward design which would be easy to replicate. It is not time consuming, therefore, boredom is avoided for the participants and therefore, it is cost effective for the researcher. The experiment allowed for the replication of the Chen et al. study to appreciate that the manipulation of one thing (positive pairing) could have effects on another thing (liking the DE100
People can identify emotionally with certain things, for example, products or brands, either liking or disliking them. This can depend on whether the item has been positively or negatively perceived by the individual. An example of positive pairing can often been seen in advertising, a cleaning product paired with a proud housewife showing her clean home and an example, of negative pairing can often be see in the health service, fatty food paired with obesity Something which is viewed more favourable in our minds, which has been associated with a positive link and something which is perceived negatively as a result of a negative link has been described as evaluative conditioning. Evaluative conditioning shows similarities to classical conditioning …show more content…
The logo was regarded as unlikable by thirteen out of the twenty participants in the control condition compared to only five in the experimental condition. The results show that they were statistically significant, therefore, they were not down to just chance alone. In consideration of this the results support the hypothesis that if the DE100 logo is paired with a corresponding positive image (graduating students) then it is perceived more favourably than if it is not. This could have been achieved by the manipulation of the positive pairing rather than the actual liking of the DE100 logo itself.
The DE100 experiment had a simple and straightforward design which would be easy to replicate. It is not time consuming, therefore, boredom is avoided for the participants and therefore, it is cost effective for the researcher. The experiment allowed for the replication of the Chen et al. study to appreciate that the manipulation of one thing (positive pairing) could have effects on another thing (liking the DE100