Attitudinal Effects of Stimulus Co-Occurrence and Stimulus Relations: Range and Limits of Intentional Control

Research suggests that evaluations of an object can be simultaneously influenced by (a) the mere co-occurrence of the object with a pleasant or unpleasant stimulus (e.g., mere co-occurrence of object A and negative event B) and (b) the object's particular relation to the co-occurring stimulus (e.g., object A starts vs. stops negative event B). Using a multinomial modeling approach to disentangle the two kinds of influences on choice decisions, three experiments investigated whether learners can intentionally control the relative impact of stimulus co-occurrence and stimulus relations. An integrative analysis of the data from the three experiments (N = 1,154) indicate that incentivized instructions to counteract effects of stimulus co-occurrence by focusing on stimulus relations increased the impact of stimulus relations without affecting the impact of stimulus co-occurrence. Implications for evaluative learning, intentional control, and public policy are discussed.