A Conceptual and Theoretical Analysis of Evaluative Conditioning

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...

Evaluative conditioning is a qualitatively distinct form of classical conditioning: a reply to Davey (1994).

Based on a critical review of the literature, Davey (1994) [Behaviour Research and Therapy, 32, 291-299] concludes that there is no sufficient evidence to support the theoretical position that evaluative conditioning is a qualitatively different form of classical conditioning. In the present manuscript, we will try to show that Davey's conclusion is biased by: (a) an overemphasis on what he bel...

Evaluative Conditioning is Pavlovian Conditioning : Issues of definition , measurement and the theoretical importance of contingency awareness . By Andy P . Field

The Role of Evaluative Conditioning in Attitude Formation

In this article, we address how attitudes are acquired. We present evaluative conditioning (EC) as an explanation for attitude formation and attitude change. EC refers to changes in liking due to pairings of affectively meaningful and neutral stimuli. We discuss four different theoretical accounts of EC and outline current issues and avenues for future research.

An evil face? Verbal evaluative multi-CS conditioning enhances face-evoked mid-latency magnetoencephalographic responses

Humans have a remarkable capacity for rapid affective learning. For instance, using first-order US such as odors or electric shocks, magnetoencephalography (MEG) studies of multi-CS conditioning demonstrate enhanced early (<150 ms) and mid-latency (150-300 ms) visual evoked responses to affectively conditioned faces, together with changes in stimulus evaluation. However, particularly in social ...