This article series spotlights key business trends identified by the expert members of Forbes Councils. Find out if you qualify for Forbes Communications Council here. Consumers make purchases based ...

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.

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 ...