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Direct linkVerwijmeren, Thijs; Karremans, Johan C.; Stroebe, Wolfgang; Wigboldus, Daniel H. J. – Learning and Motivation, 2012
An important process by which preferences emerge is evaluative conditioning, defined as a change in the evaluation of a stimulus by pairing it repeatedly and consistently with an affective stimulus. The current research focuses on the role of motivation in this learning process. Specifically, it was investigated whether a conditioning procedure…
Descriptors: Conditioning, Associative Learning, Evaluation, Stimuli
