Evaluative conditioning (EC) refers to the process by which an initially neutral stimulus comes to elicit positive or negative responses through its repeated pairing with a valenced stimulus. This ...

Attitudes are widely regarded as one of the most important drivers of purchase behavior, so it’s no surprise that savvy marketers strive to understand and influence their target customers’ attitudes.

“Everything that irritates us about others can lead to an understanding of ourselves.” —Carl Jung We all have qualities, behaviors, habits, or tendencies we don’t like. We try not to think about them.