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Verbal evaluative conditioning with undetected US presentations

J De Houwer1, F Baeyens, P Eelen

  • 1Department of Psychology, University of Leuven, Belgium.

Behaviour Research and Therapy
|July 1, 1994
PubMed
Summary
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Evaluative conditioning can occur even without awareness of the stimulus pairing. Neutral words paired with positive words were liked more than those paired with negative words, regardless of contingency awareness.

Area of Science:

  • Cognitive Psychology
  • Social Psychology

Background:

  • Evaluative conditioning demonstrates that a neutral stimulus (CS) can acquire the emotional valence of a positive or negative stimulus (US) through contingent presentation.
  • Previous research highlights the role of contingency awareness in this process.

Purpose of the Study:

  • To investigate whether evaluative shifts occur in the absence of contingency awareness.
  • To determine if contingent pairings influence liking even when participants are unaware of the association.

Main Methods:

  • Neutral words were presented followed by briefly displayed positive or negative words.
  • Participants' liking for the neutral words was assessed after the pairings.
  • Contingency awareness was measured to ensure participants were unaware of the US presentations.

Related Experiment Videos

Main Results:

  • Neutral words contingently paired with positive words were subsequently liked more than those paired with negative words.
  • This effect persisted even when participants lacked awareness of the stimulus contingencies.
  • The findings indicate implicit evaluative learning.

Conclusions:

  • Evaluative conditioning effects can be established without conscious awareness of the stimulus contingency.
  • Implicit processes play a significant role in shaping attitudes and preferences.
  • This research contributes to understanding the mechanisms of implicit learning and attitude formation.