A General Mechanism for Long Term Non-Reinforced Behavioral Change

Achieving a long-lasting behavioral change is a major challenge that can have a large impact on the quality of life. Recently, it has been shown that using the cue-approach task (CAT), preferences for snack food items could be modified without external reinforcement. In the task, the mere association of images of snack food items with a neutral auditory cue and a speeded button press resulted in increased preferences for the associated items. We examined the generality and long term endurance of the mechanism underlying this non-reinforced behavioral change. In a series of nine independent experiments with 236 participants we used multiple cues of different modalities and a variety of conceptually different stimuli including snacks, affective images, faces and fractals. Our results show a consistent preference modification for all stimuli of neutral and positive (but not negative) valence, regardless of cue modality. More importantly, in five follow-up sessions performed one to six months after training, behavioral change was maintained and durable. Our results provide evidence of a replicable general mechanism for non-reinforced long lasting behavioral change, extending beyond cue modality and stimulus type. This mechanism can be utilized to improve our understanding of nonreinforced learning processes as well as for development of novel clinical behavioral change applications.