Chapter

Evaluative Conditioning

Jan De Houwer

in Associative Learning and Conditioning Theory

Published in print March 2011 | ISBN: 9780199735969
Published online May 2011 | e-ISBN: 9780199894529 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199735969.003.0130
Evaluative Conditioning

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Pavlovian conditioning can be defined as a change in behavior that is due to the pairing of stimuli. Evaluative conditioning is a subclass of Pavlovian conditioning effects in that it refers to the effect of stimulus pairings on liking. As is the case with other instances of Pavlovian conditioning, two questions can be asked about evaluative conditioning: (1) What elements in the environment moderate the effect of stimulus pairings on liking? (2) Which mental processes mediate the effect of stimulus pairings on liking? This chapter presents a brief overview of the literature pertaining to these two questions.

Keywords: evaluative conditioning; evaluative learning; Pavlovian conditioning; associative learning; attitudes

Chapter.  11817 words. 

Subjects: Cognitive Psychology

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