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Individual differences in the effect of evaluative conditioning: the influence of self-regulatory focus

Katrien Meert (UGent) and Mario Pandelaere (UGent)
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Abstract
Previous research has widely investigated the effects of and processes underlying evaluative conditioning (EC), but has ignored the potential existence of interpersonal differences. In this paper, we investigate whether people’s self-regulatory focus moderates a robust learning effect, like EC. Two studies demonstrate that evaluative conditioning of positive valence is moderated by self-regulatory focus. In particular, promotion-oriented individuals exhibit an increased attention for positive stimuli and an improved learning of positive valence. Evaluative conditioning of negative valence, however, was not moderated by self-regulatory focus.

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Chicago
Meert, Katrien, and Mario Pandelaere. 2012. “Individual Differences in the Effect of Evaluative Conditioning: The Influence of Self-regulatory Focus.” In Proceedings of the De 2012 Society for Consumer Psychology Annual Winter Conference. Society for Consumer Psychology (SCP).
APA
Meert, K., & Pandelaere, M. (2012). Individual differences in the effect of evaluative conditioning: the influence of self-regulatory focus. Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference. Presented at the Society for Consumer Psychology Annual Winter Conference (SCP - 2012), Society for Consumer Psychology (SCP).
Vancouver
1.
Meert K, Pandelaere M. Individual differences in the effect of evaluative conditioning: the influence of self-regulatory focus. Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference. Society for Consumer Psychology (SCP); 2012.
MLA
Meert, Katrien, and Mario Pandelaere. “Individual Differences in the Effect of Evaluative Conditioning: The Influence of Self-regulatory Focus.” Proceedings of the De 2012 Society for Consumer Psychology Annual Winter Conference. Society for Consumer Psychology (SCP), 2012. Print.
@inproceedings{2060255,
  abstract     = {Previous research has widely investigated the effects of and processes underlying evaluative conditioning (EC), but has ignored the potential existence of interpersonal differences. In this paper, we investigate whether people{\textquoteright}s self-regulatory focus moderates a robust learning effect, like EC. Two studies demonstrate that evaluative conditioning of positive valence is moderated by self-regulatory focus. In particular, promotion-oriented individuals exhibit an increased attention for positive stimuli and an improved learning of positive valence. Evaluative conditioning of negative valence, however, was not moderated by self-regulatory focus.},
  author       = {Meert, Katrien and Pandelaere, Mario},
  booktitle    = {Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference},
  language     = {eng},
  location     = {Las Vegas, Nevada, USA},
  publisher    = {Society for Consumer Psychology (SCP)},
  title        = {Individual differences in the effect of evaluative conditioning: the influence of self-regulatory focus},
  year         = {2012},
}