Similarity-based and rule-based generalisation in the acquisition of attitudes via evaluative conditioning

Generalisation in learning means that learning with one particular stimulus influences responding to other novel stimuli. Such generalisation effects have largely been overlooked within research on attitude acquisition via Evaluative Conditioning (i.e. EC effects). In five experiments, we investigated whether and when generalisation of EC effects is based on similarity or on abstract rules. Experiments 1, 2a, 2b and 3 showed that participants who abstracted a rule during the learning phase used that rule for category judgments of novel stimuli. However, evaluative ratings of the same stimuli were unaffected by the learned rule but followed the similarity to learned stimuli. Experiment 4 showed that this similarity-based pattern of generalisation is not specific to evaluative ratings. Rather, resemblance between judgment task and learning task seems to determine whether acquired rules are taken into account. We discuss how dual-process and single-process models of EC may account for the obtained generalisation results.