Evaluative conditioning: recent developments and future directions

CONTINGENCY AWARENESS; ATTITUDE-CHANGE; EFFECTS DEPEND; IMPLICIT; ASSOCIATION; DISLIKES; VALENCE; LIKES; US; MISATTRIBUTION; Automaticity; Evaluative conditioning; Functional definition; Mental process theorie

Instructing implicit processes: when instructions to approach or avoid influence implicit but not explicit evaluation

Previous research has shown that linking approach or avoidance actions to novel stimuli through mere instructions causes changes in the implicit evaluation of these stimuli even when the actions are never performed. In two high-powered experiments (total N=1147), we examined whether effects of approach-avoidance instructions on implicit evaluations are mediated by changes in explicit evaluations. Participants first received information about the evaluative properties of two fictitious social groups (e.g., Niffites are good; Luupites are bad) and then received instructions to approach one group and avoid the other group. We observed an effect of approach avoidance instructions on implicit but not explicit evaluations of the groups, even when these instructions were incompatible with the previously obtained evaluative information. These results indicate that approach avoidance instructions allow for unintentional changes in implicit evaluations. We discuss implications for current theories of implicit evaluation. (C) 2015 Elsevier Inc. All rights reserved

A Meta-Analysis of Procedures to Change Implicit Measures

Using a novel technique known as network meta-analysis, we synthesized evidence from 492 studies (87,418 participants) to investigate the effectiveness of procedures in changing implicit measures, which we define as response biases on implicit tasks. We also evaluated these procedures’ effects on explicit and behavioral measures. We found that implicit measures can be changed, but effects are often relatively weak (|ds| \u3c .30). Most studies focused on producing short-term changes with brief, single-session manipulations. Procedures that associate sets of concepts, invoke goals or motivations, or tax mental resources changed implicit measures the most, whereas procedures that induced threat, affirmation, or specific moods/emotions changed implicit measures the least. Bias tests suggested that implicit effects could be inflated relative to their true population values. Procedures changed explicit measures less consistently and to a smaller degree than implicit measures and generally produced trivial changes in behavior. Finally, changes in implicit measures did not mediate changes in explicit measures or behavior. Our findings suggest that changes in implicit measures are possible, but those changes do not necessarily translate into changes in explicit measures or behavior

The propositional nature of human associative learning

The past 50 years have seen an accumulation of evidence suggesting that associative learning depends oil high-level cognitive processes that give rise to propositional knowledge. Yet, many learning theorists maintain a belief in a learning mechanism in which links between mental representations are formed automatically. We characterize and highlight the differences between the propositional and link approaches, and review the relevant empirical evidence. We conclude that learning is the consequence of propositional reasoning processes that cooperate with the unconscious processes involved in memory retrieval and perception. We argue that this new conceptual framework allows many of the important recent advances in associative learning research to be retained, but recast in a model that provides a firmer foundation for both immediate application and future research

Evaluative Conditioning 2.0: Referential versus Intrinsic Learning of Affective Value

Evaluative conditioning is an important determinant of consumers’ likes and dislikes. Three experiments show that it can result from two types of learning. First, stimulus-stimulus (S – S) or referential learning allows a conditioned stimulus (e.g., a brand) to acquire valence by triggering (unconscious) recollections of the unconditioned stimulus (e.g., a pleasant image). Second, stimulus-response (S – R) or intrinsic learning allows a conditioned stimulus to bind directly with the affective response that was previously generated by the unconditioned stimulus. We show when each type of learning occurs and demonstrate the consequences for the robustness of conditioned brand attitudes

Connectionist simulation of attitude learning: Asymmetries in the acquisition of positive and negative evaluations

Connectionist computer simulation was employed to explore the notion that, if attitudes guide approach and avoidance behaviors, false negative beliefs are likely to remain uncorrected for longer than false positive beliefs. In Study 1, the authors trained a three-layer neural network to discriminate "good" and "bad" inputs distributed across a two-dimensional space. "Full feedback" training, whereby connection weights were modified to reduce error after every trial, resulted in perfect discrimination. "Contingent feedback," whereby connection weights were only updated following outputs representing approach behavior, led to several false negative errors (good inputs misclassified as bad). In Study 2, the network was redesigned to distinguish a system for learning evaluations from a mechanism for selecting actions. Biasing action selection toward approach eliminated the asymmetry between learning of good and bad inputs under contingent feedback. Implications for various attitudinal phenomena and biases in social cognition are discussed