The article proposes a view of evaluative conditioning (EC) as resulting from judgments based on learning instances stored in memory. It is based on the formal episodic memory model MINERVA 2. Additional assumptions specify how the information retrieved from memory is used to inform specific evaluative dependent measures. The present approach goes beyond previous accounts in that it uses a well-specified formal model of episodic memory; it is however more limited in scope as it aims at explaining EC phenomena that do not involve reasoning processes. The article illustrates how the memory-based-judgment view accounts for several empirical findings in the EC literature that are often discussed as evidence for dual-process models of attitude learning. It sketches novel predictions, discusses limitations of the present approach, and identifies challenges and opportunities for its future development.
The Generalized Quantum Episodic Memory Model