ERIC Number: EJ975236
Record Type: Journal
Publication Date: 2012-Aug
Pages: 11
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0023-9690
EISSN: N/A
Available Date: N/A
One but Not the Same: Evaluative Conditioning with Mixed-Valence USs
Glaser, Tina; Walther, Eva
Learning and Motivation, v43 n3 p144-154 Aug 2012
In evaluative conditioning (EC), the pairing of a positively or negatively valenced stimulus (US) with another neutral stimulus (CS) leads to a corresponding change in liking of the CS. EC research so far has concentrated on using unambiguously positive or negative USs. However, attitude objects often possess multiple features that can be positive and negative at the same time. The present research addresses the question of how EC is affected by using such mixed-valence stimuli as USs. In two studies, USs of mixed valence (i.e., positive behavior and membership in a negative group or vice versa) were paired with affectively neutral CSs. Interestingly, results showed that the mixed-valence USs were evaluated according to the valence of the behavioral information. In contrast, the evaluation of associated CSs was more strongly influenced by the valence of the group information that was presented about the USs. Possible explanations as well as implications for EC research are discussed. (Contains 3 figures.)
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Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
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