Processing fluency: An inevitable side effect of evaluative conditioning

Feeling more neutral? Evaluative conditioning can increase neutral affective reactions

ABSTRACTWhile it is important to learn what is good and bad, can people learn what is neither? The answer to this question is not readily apparent, but it has important implications for how people learn affective responses. Six experiments examined whether evaluative conditioning (EC) can instill neutral affect. They tested four hypotheses: EC, in which novel conditioned stimuli (CSs) are paired with neutral unconditioned stimuli (USs) (1) creates neutral affect, (2) forms stronger experiences of neutrality when the number of contingent CS-US pairings is high rather than low, (3) creates positive affect, due to mere exposure, and (4) forms responses that are distinct from no US pairings. Respondents rated how positive, negative, and neutral they felt about a CS before and after an EC task in which CSs were paired with USs (positive, negative, neutral, or no stimuli). The positive/negative US conditions increased/decreased positivity, decreased/increased negativity, and decreased neutrality ratings, respectively. Supporting hypotheses 1, 2, and 4, the neutral US, but not the no US, condition increased neutral evaluations when respondents experienced a high (vs. low) number of CS-US pairings. Hypothesis 3 was not supported. The results reveal that people learn not only valenced, but also neutral, preferences.

Learning of affective meaning: revealing effects of stimulus pairing and stimulus exposure

Charles E. Osgood's theory of affective meaning defines affect as interplay of three meaning dimensions - evaluation, potency, and activity - that represent the central constituents of our affective ecology. Based on a rigorous Brunswikian sampling procedure, we selected a representative set of stimuli that mirror this ecology. A germane informative analysis explicates and corroborates the sampling approach. We then report two experiments testing whether these dimensions of affective meaning can be learnt by means of stimulus pairing and stimulus exposure. Our findings yield evidence for (1) stimulus pairing effects on evaluation and activity, and (2) stimulus exposure effects on potency and activity. Overall, the findings reveal that stimulus pairing and stimulus exposure differentially influence the learning of dimensions of affective meaning. We discuss implications of this research for current emotion theories as well as its contribution to research in the cognition-emotion interface. Finally, we argue that the implementation of representative design by virtue of Brunswikian sampling promotes theory development and opens new research avenues for an original and creative science of cognition and emotion.

Is Evaluative Conditioning Moderated by Big Five Personality Traits?

Evaluative conditioning (EC), a change in liking of a stimulus due to its paired presentation with a positive or negative stimulus, is a key concept in attitude formation. The present article examines to what extent EC effects are moderated by Big Five personality. For this purpose, 567 participants completed an EC procedure and the Big Five Inventory. People high on neuroticism and agreeableness showed stronger EC effects than people low on those personality traits. In conclusion, attitude formation via EC depends in part on Big Five personality. This novel insight has important ramifications for EC research and personality research. As to EC research, the moderation by neuroticism suggests that EC effects intensify with an increased focus on valent stimuli. As to personality research, our findings reinforce the fundamental nature of the Big Five because they are evidentially able to moderate such basic learning phenomena as EC.