The DE100 project was using an experiment similar to that conducted by Chen et al which is a previous study also on evaluative conditioning, and using the same principles after adapting them to the demands of the project. Chen et al. (2012) explored whether pairing a celebrity with a sporting event makes people more positive about the event. , and found that participants reported liking a sports game more if pictures of the game were paired with pictures of favoured celebrities.
In the Chen et al study, the …show more content…
It was anticipated that participants will associate the positive image of the graduating students with the logo, and like the logo more than if it was paired with a neutral image. In the meantime, the rational of the DE100 project had an applied focus, which was developing a logo for a website educational channel, by using the evaluative conditioning theory rather than advancing this theory. Unlike the original study of Chen et all that was conducted for advancing the theory of evaluative conditioning by proving that pairing positive image of the same nature of an event made people like that event