Universität zu Köln

Unkelbach, Christian ORCID: 0000-0002-3793-6246 and Hoegden, Fabia (2019). Why Does George Clooney Make Coffee Sexy? The Case for Attribute Conditioning. Curr. Dir. Psychol., 28 (6). 540 - 547. THOUSAND OAKS: SAGE PUBLICATIONS INC. ISSN 1467-8721

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Abstract

When a celebrity (e.g., George Clooney) endorses a brand (e.g., a coffee type), people's assessment of this brand typically changes. We suggest that the mere repeated pairing of celebrities with brands imbues brands with the celebrities' attributes. We call this effect attribute conditioning, which is, more generally, the phenomenon that people assess a stimulus's attributes differently as a results of its pairing with another stimulus possessing that attribute. We review evidence showing that this effect goes beyond evaluative-conditioning effects, that it is not a demand effect, and that it is easily shown with many attributes (e.g., sexy, athletic, healthy) and many different stimuli (e.g., faces, shapes, brand logos). In addition, we review process evidence supporting the hypothesis that the effect is based on a memory structure that links the mental representations of the paired stimuli. We conclude with a brief outline of possible applied (e.g., marketing) and theoretical avenues for further research.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Unkelbach, Christian UNSPECIFIED orcid.org/0000-0002-3793-6246 UNSPECIFIED Hoegden, Fabia UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-143868
DOI:	10.1177/0963721419859354
Journal or Publication Title:	Curr. Dir. Psychol.
Volume:	28
Number:	6
Page Range:	540 - 547
Date:	2019
Publisher:	SAGE PUBLICATIONS INC
Place of Publication:	THOUSAND OAKS
ISSN:	1467-8721
Language:	English
Faculty:	Faculty of Human Sciences
Divisions:	Faculty of Human Sciences > Department Psychologie
Subjects:	Psychology
Uncontrolled Keywords:	Keywords Language IMPLICIT; ASSESSMENTS; INFORMATION; VALENCE; DEPEND Multiple languages Psychology, Multidisciplinary Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/14386