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What you see is what will change: evaluative conditioning effects depend on a focus on valence

(2011) COGNITION & EMOTION. 25(1). p.89-110
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Abstract
This study investigated whether evaluative conditioning (EC) effects depend on an evaluative focus during the learning phase. An EC effect is a valence change of an originally neutral stimulus (conditioned stimulus or CS) that is due to the former pairing with a positive or negative stimulus (unconditioned stimulus or US). In three experiments, the task focus during the conditioning phase was manipulated. Participants judged CS-US pairings either with respect to their valence or with respect to another stimulus dimension. EC effects on explicit and implicit measures were found when valence was task relevant but not when the non-valent stimulus dimension was task relevant. Two accounts for the valence focus effect are proposed: (1) An additional direct learning of the relation of CS and evaluative responses in the valence focus condition, or (2) a stronger activation of US valence in the valence focus condition compared to the non-valent focus condition.
Keywords
Affective learning, Valence focus, Evaluative conditioning, Attitudes, Goal dependence, Attention, SEMANTIC CATEGORIZATION RESPONSES, AUTOMATIC ATTITUDE ACTIVATION, CONTINGENCY AWARENESS, UNCONDITIONED STIMULI, US-REVALUATION, DISLIKES, LIKES, INFORMATION, ACQUISITION, PARADIGM

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Citation

Please use this url to cite or link to this publication:

Chicago
Gast, Anne, and Klaus Rothermund. 2011. “What You See Is What Will Change: Evaluative Conditioning Effects Depend on a Focus on Valence.” Cognition & Emotion 25 (1): 89–110.
APA
Gast, A., & Rothermund, K. (2011). What you see is what will change: evaluative conditioning effects depend on a focus on valence. COGNITION & EMOTION, 25(1), 89–110.
Vancouver
1.
Gast A, Rothermund K. What you see is what will change: evaluative conditioning effects depend on a focus on valence. COGNITION & EMOTION. 2011;25(1):89–110.
MLA
Gast, Anne, and Klaus Rothermund. “What You See Is What Will Change: Evaluative Conditioning Effects Depend on a Focus on Valence.” COGNITION & EMOTION 25.1 (2011): 89–110. Print.
@article{1204067,
  abstract     = {This study investigated whether evaluative conditioning (EC) effects depend on an evaluative focus during the learning phase. An EC effect is a valence change of an originally neutral stimulus (conditioned stimulus or CS) that is due to the former pairing with a positive or negative stimulus (unconditioned stimulus or US). In three experiments, the task focus during the conditioning phase was manipulated. Participants judged CS-US pairings either with respect to their valence or with respect to another stimulus dimension. EC effects on explicit and implicit measures were found when valence was task relevant but not when the non-valent stimulus dimension was task relevant. Two accounts for the valence focus effect are proposed: (1) An additional direct learning of the relation of CS and evaluative responses in the valence focus condition, or (2) a stronger activation of US valence in the valence focus condition compared to the non-valent focus condition.},
  author       = {Gast, Anne and Rothermund, Klaus},
  issn         = {0269-9931},
  journal      = {COGNITION \& EMOTION},
  keyword      = {Affective learning,Valence focus,Evaluative conditioning,Attitudes,Goal dependence,Attention,SEMANTIC CATEGORIZATION RESPONSES,AUTOMATIC ATTITUDE ACTIVATION,CONTINGENCY AWARENESS,UNCONDITIONED STIMULI,US-REVALUATION,DISLIKES,LIKES,INFORMATION,ACQUISITION,PARADIGM},
  language     = {eng},
  number       = {1},
  pages        = {89--110},
  title        = {What you see is what will change: evaluative conditioning effects depend on a focus on valence},
  url          = {http://dx.doi.org/10.1080/02699931003696380},
  volume       = {25},
  year         = {2011},
}

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