Evaluative conditioning: conditioning procedures and measurement techniques

Abstract

Evaluative conditioning is a process through which neutral stimuli acquire valence as a result of having been paired with valenced stimuli. Olson and Fazio (2001) described a task and experimental design for establishing evaluative conditioning. Their approach reduced both demand and contingency awareness whilst avoiding methodological problems previously identified in the literature. The procedure therefore provides a useful method for further investigating features of this form of learning. Study 1 replicated Olson and Fazio's study but found evidence for evaluative conditioning only when measured by the Implicit Associations Test. The second study consisted of three variations on Olson and Fazio's task, none of which provided evidence for EC. Study 3 replaced the Implicit Associations Test with a choice procedure and found that evaluative conditioning influenced participants' preference behaviour. Overall these studies indicated that EC can produce meaningful change in the valence of stimuli but the procedure and effect are fragile.