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Related Experiment Videos

Human evaluative conditioning: order of stimulus presentation

M Hammerl1, H J Grabitz

  • 1Dept. of Psychology, Heinrich-Heine-University Duesseldorf, Germany.

Integrative Physiological and Behavioral Science : the Official Journal of the Pavlovian Society
|April 1, 1993
PubMed
Summary

Forward conditioning, not backward, positively shifted neutral stimuli ratings. This challenges prior assumptions about evaluative conditioning and its distinction from classical conditioning in humans.

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Area of Science:

  • Psychology
  • Cognitive Science
  • Social Psychology

Background:

  • Evaluative conditioning involves changing attitudes toward a stimulus through association with a valenced stimulus.
  • Prior research suggested evaluative conditioning occurs regardless of the order of stimulus presentation (forward or backward conditioning).
  • The distinction between evaluative conditioning and human classical conditioning remains a topic of debate.

Purpose of the Study:

  • To investigate the effect of conditioning trial order (forward vs. backward) on evaluative conditioning.
  • To examine whether evaluative conditioning effects differ based on the direction of stimulus pairing.
  • To challenge the assumption that evaluative conditioning is distinct from human classical conditioning.

Main Methods:

Related Experiment Videos

  • Subjects rated 48 sculpture images on a -10 to +10 scale.
  • Highly liked (L) images were paired with neutral (N) images in either forward (N-L) or backward (L-N) conditioning trials.
  • Control pairs (N-N) were also used, and stimuli were re-rated post-conditioning.

    • Main Results:

    • A statistically significant positive shift in the evaluative ratings of previously neutral stimuli was observed exclusively after forward conditioning (N-L).
    • Backward conditioning (L-N) did not yield a significant change in the evaluative ratings of neutral stimuli.
    • The results indicate an asymmetry in the evaluative conditioning process based on stimulus order.

    Conclusions:

    • The findings suggest that the order of stimulus presentation is critical for evaluative conditioning.
    • This asymmetry challenges the theoretical assumptions proposed by Martin and Levey (1987) regarding evaluative conditioning.
    • The results imply that evaluative conditioning may share more similarities with human classical conditioning than previously assumed.