Evaluative Conditioning: the Role of Display Duration, Valence Intensity and Contingency Awareness

2013 ◽  
Vol 44 (5) ◽  
pp. 614-624
Author(s):  
Xian ZHAO ◽  
Ye LI ◽  
Li LIU ◽  
Hong-Ling ZENG ◽  
Jian ZHENG
Keyword(s):  
Evaluative Conditioning ◽  
Display Duration ◽  
Contingency Awareness

scholarly journals Evaluative conditioning and affective priming

2018 ◽  
Author(s):  
Steven Glautier ◽  
Jan De Houwer ◽  
Edward Redhead
Keyword(s):  
Startle Reflex ◽  
Evaluative Conditioning ◽  
Affective Priming ◽  
Visual Images ◽  
Contingency Awareness ◽  
Conditioning Effect ◽  
Ofthe Word

Previous research suggests that evaluative conditioning(EC) is insensitive to contingency awareness, andinsensitive to extinction and contingency manipulations.Recent studies have tested the generality of these ECresults using physiological (startle reflex) andbehavioural (affective priming) measures of affect ratherthan verbal ratings of liking. The current experimentsused an affective priming measure to extend this programof work. Over four experiments we examined the role ofawareness, the role of contingency, and the phenomena ofcue-competition in evaluative conditioning. Eachexperiment involved subjects experiencing conditionedstimuli (CSs) paired with affectively valenced (positiveand negative) visual images. Subjects then classifiedwords as either positive or negative. Each word waspreceded by presentation of a CS. It was found thatsubjects classified the words faster if the valence ofthe word was the same as that of the immediatelypreceding CS. However, this conditioning effect did notdepend on contingency awareness, was not reduced bycontingency degradation, and there was no evidence ofcue-competition in a blocking procedure that used anovershadowing control.

scholarly journals The Implicit Misattribution Model of Evaluative Conditioning

2018 ◽  
Vol 13 (3) ◽  
Author(s):  
David S. March ◽  
Micheal A. Olson ◽  
Russell H. Fazio
Keyword(s):  
Evaluative Conditioning ◽  
Variable Source ◽  
Contingency Awareness ◽  
Storage And Retrieval ◽  
Object Based ◽  
Affective Experiences

Evaluative conditioning (EC) refers to a change in one’s attitude toward an object based on its contiguous pairing with other positive or negative objects. EC can, in principle, occur through multiple mechanisms, some more and some less thoughtful. We argue that one relatively low-thought route through which EC produces evaluative change is implicit misattribution. Our Implicit Misattribution Model (IMM) is premised on research indicating: a) attributional thinking is pervasive and relatively automatic, b) affective experiences are pervasive and relatively automatic, and c) errors in automatic attributional processing can lead to misattribution of affect from one object to another, resulting in the latter object taking on the affect produced by the former. Research employing the “surveillance paradigm” we developed provides support for the model, particularly its key moderating variable, source confusability. We further discuss assumptions of the model in terms of encoding, storage, and retrieval/application of the conditioned attitude, as well as the role of contingency awareness and other central issues in the EC literature.

The Role of Contingency Awareness in Evaluative Conditioning

2013 ◽  
Vol 20 (11) ◽  
pp. 1779-1786
Author(s):  
Ai-Ping LIU ◽  
Qi LI ◽  
Jing LUO
Keyword(s):  
Evaluative Conditioning ◽  
Contingency Awareness

Concurrent Electrodermal and Eyeblink Conditioning With Masked and Unmasked Stimuli

2021 ◽  
Vol 35 (1) ◽  
pp. 35-42
Author(s):  
José Luis Marcos ◽  
Azahara Marcos
Keyword(s):  
Unconditioned Stimulus ◽  
Strong Evidence ◽  
Eyeblink Conditioning ◽  
Noise Burst ◽  
Conditioning Phase ◽  
Contingency Awareness ◽  
Blank Screen ◽  
Neutral Face ◽  
Fearful Face

Abstract. The aim of this study was to determine if contingency awareness between the conditioned (CS) and unconditioned stimulus (US) is necessary for concurrent electrodermal and eyeblink conditioning to masked stimuli. An angry woman’s face (CS+) and a fearful face (CS−) were presented for 23 milliseconds (ms) and followed by a neutral face as a mask. A 98 dB noise burst (US) was administered 477 ms after CS+ offset to elicit both electrodermal and eyeblink responses. For the unmasking conditioning a 176 ms blank screen was inserted between the CS and the mask. Contingency awareness was assessed using trial-by-trial ratings of US-expectancy in a post-conditioning phase. The results showed acquisition of differential electrodermal and eyeblink conditioning in aware, but not in unaware participants. Acquisition of differential eyeblink conditioning required more trials than electrodermal conditioning. These results provided strong evidence of the causal role of contingency awareness on differential eyeblink and electrodermal conditioning.

“Paint It Black”

2018 ◽  
Vol 39 (4) ◽  
pp. 196-203 ◽  
Author(s):  
Oulmann Zerhouni ◽  
Johan Lepage
Keyword(s):  
Emotion Regulation ◽  
Conditioned Stimulus ◽  
Evaluative Conditioning ◽  
Maladaptive Behaviors ◽  
Future Directions ◽  
Contingency Awareness ◽  
Difficulties In Emotion Regulation

Abstract. The present study is a first attempt to link self-reported difficulties in everyday emotion regulation (ER) with evaluative conditioning (EC). We conducted a within-subject study in which participants (n = 90) filled the Difficulties in Emotion Regulation Scale (DERS) and were exposed to neutral conditioned stimulus (CS) paired with mildly or highly arousing negative unconditioned stimuli (USs) and positive USs. Participants then filled a contingency awareness measure. Results showed (i) that CSs paired with highly arousing negative USs were more negatively evaluated, (ii) that the EC effect with highly and mildly arousing negative USs was stronger among participants with greater self-reported difficulties in everyday ER. Moreover, participants were more likely to be aware of the CS-US contingencies with highly (vs. mildly) arousing negative USs. Implications for the understanding of maladaptive behaviors and for future directions in EC research are discussed.

scholarly journals No Evaluative Conditioning Effects with Briefly Presented Stimuli

2018 ◽  
Author(s):  
Tobias Heycke ◽  
Christoph Stahl
Keyword(s):  
Conditioned Stimulus ◽  
Unconditioned Stimulus ◽  
Visual Stimuli ◽  
Neutral Stimulus ◽  
Evaluative Conditioning ◽  
Visual Modality ◽  
Contingency Awareness ◽  
The Us

Evaluative Conditioning (EC) changes the preference towards a formerly neutral stimulus (Conditioned Stimulus; CS), by pairing it with a valent stimulus (Unconditioned Stimulus; US), in the direction of the valence of the US. When the CS is presented subliminally (i.e., too briefly to be consciously perceived), contingency awareness between CS and US can be ruled out. Hence, EC effects with subliminal CSs would support theories claiming that contingency awareness is not necessary for EC effects to occur. Recent studies reported the absence of EC with briefly presented CSs when both CS and US were presented in the visual modality, even though the CSs were identified at above-chance levels. Challenging this finding, Heycke and colleagues (2017) found some evidence for an EC effect with briefly presented visual stimuli in a cross-modal paradigm with auditory USs, but that study did not assess CS visibility. The present study attempted to replicate this EC effect with different stimuli and a CS visibility check. Overall EC for briefly presented stimuli was absent, and results from the visibility check show that an EC effect with briefly presented CSs was only found, when the CSs were identified at above-chance levels.

Assessing the Role of Contingency Awareness in Attitudinal Conditioning with Implications for Advertising Research

1989 ◽  
Vol 26 (1) ◽  
pp. 30-43 ◽  
Author(s):  
Chris T. Allen ◽  
Chris A. Janiszewski
Keyword(s):  
Cognitive Processes ◽  
Theory Development ◽  
Basic Mechanism ◽  
Contingency Learning ◽  
Television Commercials ◽  
Conditioning Procedure ◽  
Contingency Awareness ◽  
Evaluative Judgments ◽  
Post Hoc

The authors investigate a basic mechanism for shaping attitudes that has largely been ignored by empirical researchers in the marketing discipline. Two experiments are reported in which traditional Pavlovian procedures are merged with a view of conditioning that encourages theorizing about attendant cognitive processes. The data indicate that contingency learning or awareness may be a requirement for successful attitudinal conditioning. Contingency awareness entails conscious recognition of the relational pattern between the conditioned and unconditioned stimuli used in a conditioning procedure. In experiment 1, the conditioning procedure affected the evaluative judgments of subjects who were classified ( post hoc) as contingency aware. In experiment 2, instructions that promoted contingency learning as part of the procedure again influenced participants’ attitude judgments. Implications are offered for theory development and for constructing advertisements to foster attitudinal conditioning. Specific suggestions for further research on how one might structure television commercials to foster contingency learning also are presented.

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