Evaluative conditioning (EC) refers to the change in the valence of a conditioned stimulus (CS) due to its pairing with a positive or negative unconditioned stimulus (US). To the extent that core affect can be characterised by the two dimensions of valence and arousal, EC has important implications for the origin of affective responses. However, the distinction between valence and arousal is rarely considered in research on EC or conditioned responses more generally. Measuring the subjective feelings elicited by a CS, (...) the results from two experiments showed that (1) repeated pairings of a CS with a positive or negative US of either high or low arousal led to corresponding changes in both CS valence and CS arousal, (2) changes in CS arousal, but not changes in CS valence, were significantly related to recollective memory for CS–US pairings, (3) subsequent presentations of the CS without the US reduced the conditioned valence of the CS, with conditioned arousal being less susceptible to extinction and (4) EC effects were stronger for high arousal than low arousal USs. The results indicate that the conditioning of affective responses can occur simultaneously along two independent dimensions, supporting evidence in related areas that calls for a consideration of both valence and arousal. Implications for research on EC and the acquisition of emotional dispositions are discussed. (shrink)

The aim of the present paper is to examine the contribution of evaluative conditioning (EC) to attitude formation theory in social psychology. This aim is pursued on two fronts. First, evaluative conditioning is analysed for its relevance to social psychological research. We show that conditioned attitudes can be acquired through simple co‐occurrences of a neutral and a valenced stimulus. Moreover, we argue that conditioned attitudes are not confined to direct contact with a valenced stimulus, but can be formed and dynamically (...) reformed indirectly, through association chains. Second, social research is examined in an effort to identify evaluative learning mechanisms. We suggest that several important phenomena in social psychology (e.g., ingroup favouritism, prejudice, name letter effect) are at least partly due to simple mechanisms of evaluative learning. The implications for attitude formation theory and for applied settings are discussed. (shrink)

ABSTRACTEvaluative conditioning is proposed as a mechanism of automatic preference acquisition in dual-process theories of attitudes. Associative and propositional processes in evaluation: An integrative review of implicit and explicit attitude change. Psychological Bulletin, 132, 692–731. doi:10.1037/0033-2909.132.5.692). Evidence for the automaticity of EC comes from studies claiming EC effects for subliminally presented stimuli. An impression-formation study showed a selective influence of briefly presented primes on implicitly measured attitudes, whereas supraliminally presented behavioural information about the target person was reflected in explicit ratings. (...) Of two minds forming and changing valence-inconsistent implicit and explicit attitudes. Psychological Science, 17, 954–958. doi:10.1111/j.1467-9280.2006.01811.x) This finding is considered one of the strongest pieces of... (shrink)

Evaluative conditioning (EC) is one of the terms that is used to refer to associatively induced changes in liking. Many controversies have arisen in the literature on EC. Do associatively induced changes in liking actually exist? Does EC depend on awareness of the fact that stimuli are associated? Is EC resistant to extinction? Does attention help or hinder EC? As an introduction to this special issue, we will discuss the extent to which the papers that are published in this issue (...) help to resolve some of the controversies that surround EC. We also speculate about possible boundary conditions of EC and attempt to reconcile conflicting results on the functional properties of EC. (shrink)

Several forms of dietary learning have been identified in humans. These include flavor–flavor learning, flavor–postingestive learning , and learned satiety. Generally, learning is thought to occur in the absence of contingency or demand awareness. However, a review of the literature suggests that this conclusion may be premature because measures of awareness lack the rigor that is found in studies of other kinds of human learning. If associations do configure outside awareness then this should be regarded as a rare instance of (...) automatic learning. Conversely, if awareness is important, then successful learning may be governed by an individual’s beliefs and predilection to attend to stimulus relationships. For researchers of dietary learning this could be critical because it might explain why learning paradigms have a reputation for being unreliable. Since most food preferences are learned, asking questions about awareness can also tell us something fundamental about everyday dietary control. (shrink)

Fulcher and Hammerl's (2001) important exploration of the role of contingency awareness in evaluative conditioning (EC) raises a lot of issues for discussion: (1) what boundaries, if any, exist between EC and affective learning paradigms?; (2) if EC does occur without awareness does this mean it is nonpropositional learning?; (3) is EC driven by stimulus-response (S-R), rather than stimulus-stimulus (S-S), associations and if so should it then surprise us that contingency awareness is not important?; and (4) if S-R associations are (...) at the heart of EC, should we automatically assume EC is part of a different learning mechanism to autonomic Pavlovian conditioning (Field, 2000a, 2000b)? This article, after a critical review of Fulcher and Hammerl's work, discusses these issues with reference to what can be realistically inferred about the mechanisms underlying EC. (shrink)

Evaluative conditioning (EC) is one of the terms that is used to refer to associatively induced changes in liking. Many controversies have arisen in the literature on EC. Do associatively induced changes in liking actually exist? Does EC depend on awareness of the fact that stimuli are associated? Is EC resistant to extinction? Does attention help or hinder EC? As an introduction to this special issue, we will discuss the extent to which the papers that are published in this issue (...) help to resolve some of the controversies that surround EC. We also speculate about possible boundary conditions of EC and attempt to reconcile conflicting results on the functional properties of EC. (shrink)

Recent studies have shown that the basic evaluative conditioning (EC) effect (originally neutral stimuli acquiring an affective value congruent with the valence of the affective stimulus they were paired with) seems to be limited to participants who are unaware of the stimulus pairings. If participants are aware of the pairings, reactance effects occur (i.e., changes in the opposite direction of the valence of the affective stimulus). To examine whether these reactance effects are due to processes of conscious countercontrol or whether (...) the ratings reflect intrinsic feelings towards the stimuli, a new procedure was developed that included a bogus‐pipeline condition. In this procedure, which was adapted from attitude research, participants were connected to bogus lie detector equipment leading them to believe that their “true” affective‐evaluative responses were being observed. In Experiment 1, reactance effects occurred also in this procedure, suggesting that the effect is spontaneous and not due to processes of conscious countercontrol. In Experiment 2, these effects were replicated using a between‐subjects design in addition to the standard within‐subjects control condition. (shrink)