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Guilty by mere association: evaluative conditioning and the spreading attitude effect.

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  • 1Department of Pyschology, University of Heidelberg, Germany. eva.walther@psychologie.uni-heidelberg.de

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Attitudes can spread from a target person to associated individuals, even without direct experience. This spreading attitude effect is robust, resilient to extinction, and doesn't require cognitive resources.

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Area of Science:

  • Social Psychology
  • Cognitive Psychology
  • Attitude Formation

Background:

  • Attitude formation traditionally linked to direct experience.
  • Limited understanding of indirect attitude transfer.

Purpose of the Study:

  • Investigate the spreading attitude effect.
  • Determine the robustness and conditions of attitude spread.

Main Methods:

  • Evaluative conditioning paradigms.
  • Used appetitive and aversive stimuli.
  • Tested extinction resistance and second-order conditioning.
  • Assessed cognitive resource dependency.

Main Results:

  • Confirmed spreading attitude effect in both appetitive and aversive conditioning.
  • Demonstrated robustness and resistance to extinction.
  • Showed transfer to second-order conditioning.
  • Found no dependency on cognitive resources.

Conclusions:

  • Attitude formation extends beyond direct co-occurrence.
  • Spreading attitude effect is a significant social psychological phenomenon.
  • Implications for social and applied psychology.