Journal
SPANISH JOURNAL OF PSYCHOLOGY
Volume 10, Issue 2, Pages 230-241Publisher
UNIV COMPLUTENSE MADRID, SERVICIO PUBLICACIONES
DOI: 10.1017/S1138741600006491
Keywords
evaluative conditioning; associative learning; attitudes; attitude formation
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Evaluative conditioning is best defined as an effect, that is, as a change in the valence of a stimulus that results from pairing the stimulus with another stimulus. This definition has several advantages that are made explicit in this paper. One of the advantages is that it clarifies that evaluative conditioning can be due to multiple processes. Therefore, the conditions under which evaluative conditioning is observed can depend on the processes that underlie a particular manifestation of evaluative conditioning. This could explain why there are so many conflicting results about the conditions under which evaluative conditioning can be found. Future research should adopt a meta-conditional approach that focuses not only on whether a certain condition is crucial for obtaining evaluative conditioning but should also examine when a certain condition is crucial.
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