Finally, as presented earlier, Gibson (2008) found that the
conditioning procedure had no effect on implicit attitudes for
either the Coke-lover or Pepsi-lover groups. As for explicit brand
attitudes, participants who reported strong pretest preferences
continued with those preferences and those who were neutral on
the pretest remained neutral after the conditioning procedure.
Furthermore, there was no significant main effect for the conditioning
procedure and no interaction between conditioning and
pretest preference.