La risa contagiosa como estímulo incondicionado en condicionamiento clásico de actitudes hacia marcas comerciales

Background: the literature on classical attitude conditioning (CAC) does not report the use of human vocalizations to create or intensify attitudes. Objective: the purpose of the study was to verify the capacity of contagious laughter acoustic stimuli to originate positive attitudes towards neutral...

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Autores:
Arévalo-Pachón, Guillermo
Cruz, Julio Eduardo
Tipo de recurso:
Fecha de publicación:
2021
Institución:
Universidad Santo Tomás
Repositorio:
Universidad Santo Tomás
Idioma:
spa
OAI Identifier:
oai:repository.usta.edu.co:11634/44988
Acceso en línea:
https://revistas.usantotomas.edu.co/index.php/diversitas/article/view/7111
http://hdl.handle.net/11634/44988
Palabra clave:
classical conditioning
attitudes
contagious laughter
commercial brands
evaluative priming
electromyography
condicionamiento clásico
actitudes
risa contagiosa
marcas comerciales
priming evaluativo
electromiografía
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License
http://purl.org/coar/access_right/c_abf2
id SantoToma2_976c3c9a600fcc38486425d4fb8de9fc
oai_identifier_str oai:repository.usta.edu.co:11634/44988
network_acronym_str SantoToma2
network_name_str Universidad Santo Tomás
repository_id_str
dc.title.spa.fl_str_mv La risa contagiosa como estímulo incondicionado en condicionamiento clásico de actitudes hacia marcas comerciales
dc.title.alternative.eng.fl_str_mv Contagious Laughter as an Unconditioned Stimulus in Classical Conditioning of Attitudes towards Commercial Brands
title La risa contagiosa como estímulo incondicionado en condicionamiento clásico de actitudes hacia marcas comerciales
spellingShingle La risa contagiosa como estímulo incondicionado en condicionamiento clásico de actitudes hacia marcas comerciales
classical conditioning
attitudes
contagious laughter
commercial brands
evaluative priming
electromyography
condicionamiento clásico
actitudes
risa contagiosa
marcas comerciales
priming evaluativo
electromiografía
title_short La risa contagiosa como estímulo incondicionado en condicionamiento clásico de actitudes hacia marcas comerciales
title_full La risa contagiosa como estímulo incondicionado en condicionamiento clásico de actitudes hacia marcas comerciales
title_fullStr La risa contagiosa como estímulo incondicionado en condicionamiento clásico de actitudes hacia marcas comerciales
title_full_unstemmed La risa contagiosa como estímulo incondicionado en condicionamiento clásico de actitudes hacia marcas comerciales
title_sort La risa contagiosa como estímulo incondicionado en condicionamiento clásico de actitudes hacia marcas comerciales
dc.creator.fl_str_mv Arévalo-Pachón, Guillermo
Cruz, Julio Eduardo
dc.contributor.author.none.fl_str_mv Arévalo-Pachón, Guillermo
Cruz, Julio Eduardo
dc.subject.proposal.eng.fl_str_mv classical conditioning
attitudes
contagious laughter
commercial brands
evaluative priming
electromyography
topic classical conditioning
attitudes
contagious laughter
commercial brands
evaluative priming
electromyography
condicionamiento clásico
actitudes
risa contagiosa
marcas comerciales
priming evaluativo
electromiografía
dc.subject.proposal.spa.fl_str_mv condicionamiento clásico
actitudes
risa contagiosa
marcas comerciales
priming evaluativo
electromiografía
description Background: the literature on classical attitude conditioning (CAC) does not report the use of human vocalizations to create or intensify attitudes. Objective: the purpose of the study was to verify the capacity of contagious laughter acoustic stimuli to originate positive attitudes towards neutral commercial brands when they are used as unconditional stimuli in CAC. Sample: 60 university students of both sexes aged between 18 and 30 years. Methodology: based on an intra-subject experimental design the CAC was applied, which involved simultaneous mating of neutral commercial brands with the more and the less contagious laughs. Five hypotheses were verified that compared explicit (measured with semantic differential) and implicit attitudes (measured by evaluative priming and electromyographic amplitude -EMC- of the zygomatic muscle) between pre and post conditioning and between commercial brands conditioned with more vs less contagious laughs. Results: with respect to the baseline, there were greater explicit post-conditioning attitudes towards commercial brands paired with more contagious laughter; no explicit attitudinal differences were found between brands conditioned with more vs. less contagious laughs. Only implicit attitudinal differences were evidenced between pre and post conditioning of the commercial brand paired with the most contagious male laughter. No differences were observed in the EMG amplitude of the zygomatic between pre and post conditioning or between commercial brands paired with more vs. less contagious laughs. Conclusions: contagious laughter has the capacity to transfer affective valence to neutral stimuli and agreement is not always observed between explicit and implicit postconditioning attitudes.
publishDate 2021
dc.date.issued.none.fl_str_mv 2021-10-26
dc.date.accessioned.none.fl_str_mv 2022-06-15T21:23:04Z
dc.date.available.none.fl_str_mv 2022-06-15T21:23:04Z
dc.type.spa.fl_str_mv Artículo revisado por pares
dc.type.coarversion.fl_str_mv http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_2df8fbb1
dc.type.drive.none.fl_str_mv info:eu-repo/semantics/article
dc.identifier.none.fl_str_mv https://revistas.usantotomas.edu.co/index.php/diversitas/article/view/7111
10.15332/22563067.7111
dc.identifier.uri.none.fl_str_mv http://hdl.handle.net/11634/44988
url https://revistas.usantotomas.edu.co/index.php/diversitas/article/view/7111
http://hdl.handle.net/11634/44988
identifier_str_mv 10.15332/22563067.7111
dc.language.iso.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://revistas.usantotomas.edu.co/index.php/diversitas/article/view/7111/7070
dc.relation.citationissue.spa.fl_str_mv Diversitas; Vol. 17 Núm. 2 (2021): Las publicaciones científicas en el marco de las transiciones al acceso abierto
dc.relation.citationissue.eng.fl_str_mv Diversitas; Vol. 17 No. 2 (2021): Las publicaciones científicas en el marco de las transiciones al acceso abierto
dc.relation.citationissue.none.fl_str_mv 2256-3067
1794-9998
dc.rights.coar.fl_str_mv http://purl.org/coar/access_right/c_abf2
rights_invalid_str_mv http://purl.org/coar/access_right/c_abf2
dc.format.mimetype.none.fl_str_mv application/pdf
dc.publisher.spa.fl_str_mv Universidad Santo Tomás, Bogotá, Colombia
institution Universidad Santo Tomás
repository.name.fl_str_mv Repositorio Universidad Santo Tomás
repository.mail.fl_str_mv noreply@usta.edu.co
_version_ 1800786317315932160
spelling Arévalo-Pachón, GuillermoCruz, Julio Eduardo2022-06-15T21:23:04Z2022-06-15T21:23:04Z2021-10-26https://revistas.usantotomas.edu.co/index.php/diversitas/article/view/711110.15332/22563067.7111http://hdl.handle.net/11634/44988Background: the literature on classical attitude conditioning (CAC) does not report the use of human vocalizations to create or intensify attitudes. Objective: the purpose of the study was to verify the capacity of contagious laughter acoustic stimuli to originate positive attitudes towards neutral commercial brands when they are used as unconditional stimuli in CAC. Sample: 60 university students of both sexes aged between 18 and 30 years. Methodology: based on an intra-subject experimental design the CAC was applied, which involved simultaneous mating of neutral commercial brands with the more and the less contagious laughs. Five hypotheses were verified that compared explicit (measured with semantic differential) and implicit attitudes (measured by evaluative priming and electromyographic amplitude -EMC- of the zygomatic muscle) between pre and post conditioning and between commercial brands conditioned with more vs less contagious laughs. Results: with respect to the baseline, there were greater explicit post-conditioning attitudes towards commercial brands paired with more contagious laughter; no explicit attitudinal differences were found between brands conditioned with more vs. less contagious laughs. Only implicit attitudinal differences were evidenced between pre and post conditioning of the commercial brand paired with the most contagious male laughter. No differences were observed in the EMG amplitude of the zygomatic between pre and post conditioning or between commercial brands paired with more vs. less contagious laughs. Conclusions: contagious laughter has the capacity to transfer affective valence to neutral stimuli and agreement is not always observed between explicit and implicit postconditioning attitudes.Antecedentes: la literatura sobre condicionamiento clásico de actitudes (CCA) no reporta utilización de vocalizaciones humanas para crear o intensificar actitudes. Objetivo: el propósito del estudio fue comprobar la capacidad de los estímulos acústicos de risa contagiosa para originar actitudes positivas hacia marcas comerciales neutras cuando éstos se utilizan como estímulos incondicionados en CCA. Muestra: 60 universitarios de ambos sexos con edades entre 18 y 30 años. Metodología: con base en un diseño experimental intrasujeto se aplicó el CCA, que implicó apareamiento simultáneo de marcas comerciales neutras con risas más y menos contagiosas. Se verificaron 5 hipótesis que compararon actitudes explícitas (medidas con diferencial semántico) e implícitas (medidas mediante un priming evaluativo y amplitud electromiográfica -EMC- del músculo cigomático) entre el pre y el poscondicionamiento y entre marcas condicionadas con risas más vs. menos contagiosas. Resultados: con respecto a línea de base, se observaron mayores actitudes explícitas poscondicionamiento hacia marcas comerciales apareadas con risas más contagiosas; no se encontraron diferencias actitudinales explícitas entre marcas condicionadas con risas más vs. menos contagiosas. Sólo se evidenciaron diferencias actitudinales implícitas entre el pre y el poscondicionamiento de la marca comercial apareada con risa masculina más contagiosa. No se observaron diferencias en la amplitud EMG del cigomático entre el pre y el poscondicionamiento ni entre marcas comerciales apareadas con risas más vs. menos contagiosas. Conclusiones: la risa contagiosa tiene capacidad para transferir valencia afectiva a estímulos neutros y no siempre se observa concordancia entre las actitudes explícitas e implícitas poscondicionamiento.application/pdfspaUniversidad Santo Tomás, Bogotá, Colombiahttps://revistas.usantotomas.edu.co/index.php/diversitas/article/view/7111/7070Diversitas; Vol. 17 Núm. 2 (2021): Las publicaciones científicas en el marco de las transiciones al acceso abiertoDiversitas; Vol. 17 No. 2 (2021): Las publicaciones científicas en el marco de las transiciones al acceso abierto2256-30671794-9998La risa contagiosa como estímulo incondicionado en condicionamiento clásico de actitudes hacia marcas comercialesContagious Laughter as an Unconditioned Stimulus in Classical Conditioning of Attitudes towards Commercial BrandsArtículo revisado por paresinfo:eu-repo/semantics/articlehttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_2df8fbb1classical conditioningattitudescontagious laughtercommercial brandsevaluative primingelectromyographycondicionamiento clásicoactitudesrisa contagiosamarcas comercialespriming evaluativoelectromiografíahttp://purl.org/coar/access_right/c_abf211634/44988oai:repository.usta.edu.co:11634/449882023-07-14 15:28:00.44metadata only accessRepositorio Universidad Santo Tomásnoreply@usta.edu.co