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No evaluative conditioning effects with briefly presented stimuli.

Tobias Heycke1, Christoph Stahl2

  • 1University of Cologne, Herbert-Lewin-Str. 2, 50931, Cologne, Germany. t.heycke@uni-koeln.de.

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Summary

Evaluative conditioning (EC) effects with briefly presented stimuli are absent unless the conditioned stimulus (CS) is consciously identified. This suggests contingency awareness is crucial for EC, even in cross-modal paradigms.

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Area of Science:

  • Cognitive Psychology
  • Neuroscience
  • Behavioral Science

Background:

  • Evaluative conditioning (EC) alters preferences for neutral stimuli (CS) by pairing them with affectively valenced stimuli (US).
  • Suboptimal CS presentation, too brief for conscious perception, is used to investigate the necessity of contingency awareness for EC.
  • Previous research yielded mixed results regarding EC with briefly presented stimuli, particularly in cross-modal settings.

Purpose of the Study:

  • To replicate and extend findings on EC with briefly presented stimuli in a cross-modal paradigm.
  • To investigate the role of conditioned stimulus (CS) visibility and contingency awareness in suboptimally presented EC.
  • To clarify discrepancies in the literature regarding EC effects with briefly presented visual CSs and auditory unconditioned stimuli (USs).

Main Methods:

  • A close replication of Heycke et al. (2017) was conducted using different stimuli and including a practice phase.
  • A conditioned stimulus (CS) visibility check was implemented to assess conscious identification of briefly presented stimuli.
  • Evaluative conditioning was assessed by measuring preference changes towards the CS following pairings with valenced USs.

Main Results:

  • Overall, no significant evaluative conditioning (EC) effect was found for briefly presented stimuli.
  • A significant EC effect emerged only when the conditioned stimulus (CS) was identified at above-chance levels during the visibility check.
  • These findings challenge the notion that EC can occur without conscious awareness of the CS-US contingency.

Conclusions:

  • Conscious identification of the conditioned stimulus (CS) is necessary for evaluative conditioning (EC) effects to occur, even with briefly presented stimuli in a cross-modal setup.
  • The results underscore the importance of contingency awareness in EC, particularly when stimuli are presented suboptimally.
  • This study contributes to understanding the boundary conditions and underlying mechanisms of implicit learning and attitude formation.