On the Stability of Evaluative Conditioning Effects
Evaluative conditioning (EC) refers to valence changes in neutral stimuli (CSs) through repeated pairing with liked or disliked stimuli (USs). The present study examined the stability of EC effects in the course of 1 week. We investigated how this stability depends on memory for US valence and US identity. We also investigated whether CSs evaluations occurring immediately after conditioning (i.e., evaluative consolidation) are necessary for stable EC effects. Participants showed stable EC effects on direct and indirect measures, independent of evaluations immediately after conditioning. EC effects depended on memory for US valence but not for US identity. And although memory decreased significantly over time, EC effects remained stable. These data suggest that evaluative consolidation is not necessary, and that conditioned preferences and attitudes might persist even when people do not remember the concrete source anymore.