Abstract
Can single pairing of background music with an advertised product condition choice behavior? Gorn's (1982) demonstration of this effect remains controversial given his unconventional conditioning procedure, unusual data analyses, probably confounded stimuli, and possible demand artifacts. We review prior criticism and conduct three conceptual replications (N = 182, 224, 127) circumventing these problems. Study 1 finds (weak) significant musical conditioning effects for low-involvement products. Study 2 fails to find effects for higher-involvement products. Study 3 showed conditioning of general brand and product evaluations but not of specific brand-related evaluations. Demand artifacts play a minor role; contingency awareness (marginally) amplifies conditioning effects across studies.
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