Defining the important theoretical questions to ask about evaluative conditioning: A reply to Martin and Levey (1994)

Why Does Co-Occurrence Change Evaluation? Introduction to a Special Issue on Evaluative Conditioning

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What You Feel Is What You See: A Binding Perspective on Evaluative Conditioning

In this paper, we outline the predominant theoretical perspectives on evaluative conditioning (EC)—the changes in liking that are due to the pairing of stimuli—identify their weaknesses, and propose a new framework, the binding perspective on EC, which might help to overcome at least some of these issues. Based on feature integration theory (Treisman & Gelade, 1980, https://doi.org/10.1016/0010-0285(80)90005-5) and the theory of event coding (TEC; Hommel, Müsseler, Aschersleben, & Prinz, 2001, https://doi.org/10.1017/S0140525X01000103), we assume that EC depends on a selective integration mechanism that binds relevant CS, US, and action features into an event-file, while simultaneously inhibiting features irrelevant for current goals. This perspective examines hitherto unspecified processes relevant to the encoding of CS-US pairs and their consequences for behavior, which we hope will stimulate further theoretical development. We also present some preliminary evidence for binding in EC and discuss the scope and limitations of this perspective.

Successful differential evaluative conditioning using simultaneous and trace conditioning procedures in the picture–picture paradigm

This paper describes a study designed to investigate the efficacy of two traditional classical conditioning procedures in generating evaluative conditioning (EC) in the picture–picture paradigm in human participants. Differential EC was found using both simultaneous and trace conditioning procedures. In addition, the use of a block–subblock (BSB) nonpaired control condition and full counterbalancing of conditioned stimulus–unconditioned stimulus (CS–UCS) pairings across participants indicated that the observed EC effects were the result of associative learning. Examination of whether successful conditioning could take place with or without conscious awareness of CS–UCS contingencies was inconclusive. The results provide evidence for EC as an associative process and also provide some insight into the possible conditioning parameters that might successfully generate EC.

Evaluative conditioning increases with temporal contiguity. The influence of stimulus order and stimulus interval on evaluative conditioning

Evaluative conditioning (EC) is a change in valence that is due to pairing a conditioned stimulus (CS) with another, typically valent, unconditioned stimulus (US). This paper investigates how basic presentation parameters moderate EC effects. In two studies we tested the effectiveness of different temporal relations of the CS and the US, that is, the order in which the stimuli were presented and the temporal distance between them. Both studies showed that the size of EC effects was independent of the presentation order of CS and US within a stimulus pair. Contrary to classical conditioning effects, EC effects are thus not most pronounced after CS-first presentations. Furthermore, as shown in Experiment 2, EC effects increased in magnitude as the temporal interval between CS and US presentations decreased. Experiment 1 showed largest EC effects in the condition with simultaneous presentations - which can be seen as the condition with the temporally closest presentation. In this Experiment stimuli were presented in two different modalities, which might have facilitated simultaneous processing. In Experiment 2, in which all stimuli were presented visually, this advantage of simultaneous presentation was not found. We discuss practical and theoretical implications of our findings.

Unconscious Learning. Conditioning to Subliminal Visual Stimuli

The role of consciousness in Pavlovian conditioning was examined in two experiments in which visually masked neutral words were used as the conditioned stimuli (CS) and an electric shock as the unconditioned stimulus (US). The inter-stimulus interval (ISI) was established individually. A detection threshold was used in Experiment 1 and an identification threshold in Experiment 2. The primary dependent variable was the skin conductance response (SCR). Results showed that the conditioned response (CR) was acquired by 58% of participants who perceived stimuli above the identification threshold, 50% of participants who perceived stimuli below the detection threshold, and 11% of participants who perceived stimuli below the identification threshold, but above the detection threshold. These results suggest that consciousness of the CS-US contingency is not a necessary condition for acquiring a CR of the autonomous nervous system (ANS).

Associative learning of likes and dislikes: Some current controversies and possible ways forward

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.

Does Evaluative Learning Rely on the Perception of Contingency?

An experiment is reported studying the impact of objective contingency and contingency judgments on cross-modal evaluative conditioning (EC). Both contingency judgments and evaluative responses were measured after a contingency learning task in which previously neutral sounds served as either weak or strong predictors of affective pictures. Experimental manipulations of contingency and US density were shown to affect contingency judgments. Stronger contingencies were perceived with high contingency and with low US density. The contingency learning task also produced a reliable EC effect. The magnitude of this effect was influenced by an interaction of statistical contingency and US density. Furthermore, the magnitude of EC was correlated with the subjective contingency judgments. Taken together, the results imply that propositional knowledge about the CS-US relationship, as reflected in contingency judgments, moderates evaluative learning. The data are discussed with respect to different accounts of EC.

Evaluative Conditioning: The "How" Question

Evaluative conditioning (EC) refers to attitude formation or change toward an object due to that object's mere co-occurrence with another valenced object or objects. This chapter focuses on the "how" question, that is, the question of what cognitive processes intervene between mere co-occurrence and attitude formation or change. Though EC has typically been thought of as occurring through a single, albeit contentious, mechanism, we begin by pointing out that both the heterogeneity of EC methodologies and the abundance of inconsistent results suggest that multiple processes with different characteristics can produce EC. We describe how the earliest posited process of EC, Pavlovian conditioning or signal learning, is a valid mechanism of EC that appears to have operated in some experiments but is unlikely to have operated in others and also cannot account for various EC findings. We describe other mechanisms of EC, when they can be expected to occur, and what characteristics they have. We particularly focus our attention on a process model of EC we have recently introduced, the implicit misattribution model. Finally, we describe the implications of a multi-process view of EC, which we argue can help resolve theoretical controversies and further the application of EC as a practical intervention for influencing attitudes in various domains.

A conceptual and theoretical analysis of evaluative conditioning

Evaluative conditioning is best defined as an effect, that is, as a change in the valence of a stimulus that results from pairing the stimulus with another stimulus. This definition has several advantages that are made explicit in this paper. One of the advantages is that it clarifies that evaluative conditioning can be due to multiple processes. Therefore, the conditions under which evaluative conditioning is observed can depend on the processes that underlie a particular manifestation of evaluative conditioning. This could explain why there are so many conflicting results about the conditions under which evaluative conditioning can be found. Future research should adopt a meta-conditional approach that focuses not only on whether a certain condition is crucial for obtaining evaluative conditioning but should also examine when a certain condition is crucial.

Evaluative differential conditioning of disgust: a sticky form of relational learning that is resistant to extinction

The present study sought to (a) test whether autonomic (i.e., electrodermal) and evaluative conditioning can be differentially established to verbal CSs, and (b) whether extinction procedures can reliably attenuate differential conditioned evaluative responding. Thirty undergraduates underwent a 10-min adaptation period followed by three consecutive conditioning phases: habituation, acquisition, and extinction. Conditioning involved participants viewing two semi-randomly presented words on a computer monitor. During acquisition, one word (CS+) was reliably paired 12 times with the UCS (pictorial stimuli depicting bodily mutilation), whereas the remaining word (CS-) was presented 12 times and reliably followed by neutral pictures (inanimate common objects). As predicted, electrodermal and evaluative responses during acquisition were of larger magnitude to the CS+ compared to the CS-. During extinction, participants continued to evaluate the CS+ as more disgusting relative to the CS-, whereas distress and fear-related emotional ratings attenuated across extinction trials. The implications of these findings for the modifiability of disgust-based evaluative responses in specific anxiety disorders will be discussed.

Associative learning of likes and dislikes: a review of 25 years of research on human evaluative conditioning

Evaluative conditioning refers to changes in the liking of a stimulus that are due to the fact that the stimulus has been paired with other, positive or negative stimuli. Although evaluative conditioning appears to be subjected to certain boundary conditions, significant evaluative conditioning effects have been obtained using a large variety of stimuli and procedures. Some data suggest that evaluative conditioning can occur under conditions that do not support other forms of Pavlovian conditioning, and several models have been proposed to account for these differences. In the present article, the authors summarize the available literature, draw conclusions where possible, and provide suggestions for future research.

Dissociative storage systems in human evaluative conditioning

There is strong evidence in the literature that human evaluative conditioning can occur in the absence of conditioned stimulus-unconditioned stimulus (CS-UCS) (contingency) awareness, yet this evidence has been disputed on methodological grounds. The current study replicated evaluative conditioning with some procedural modifications, including the use of mental imagery as a way of associating a UCS with a CS picture, and tests of long-term retention of contingency memory and preference ratings. While the acquisition of evaluative responses was found to be significantly dependent upon contingency awareness (especially for pairings with unpleasant images), preference ratings for the CSs 2 months later were still biased by their associated images but subjects could not recall the image for more than 90% of the pictures. These results demonstrate that performance of the evaluative response can occur independently of conscious memory for the contingencies involved, provide further support for a model which supposes the existence of dissociative storage structures in human classical conditioning.

Verbal evaluative conditioning with undetected US presentations

In evaluative conditioning research it has been shown that a neutral stimulus (CS) acquires the valence of a positive or negative stimulus (US) with which it is presented contingently. An experiment is reported in which it is examined whether evaluative shifts can also be observed in the complete absence of contingency-awareness. Neutral words were either followed by a briefly presented positive or negative word. Results showed that neutral words which were presented contingently with a positive word, were afterwards liked more than words which were paired with negative words. This result was obtained despite the fact that Ss were not aware of the presentation of the briefly presented USs.