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...
- 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
- Rights
- License
- http://purl.org/coar/access_right/c_abf2
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|
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 |