The Role of Trait Inferences in Evaluative Conditioning

Evaluative Conditioning (EC) effect is a change in evaluative responding to a neutral stimulus (CS) due to its pairing with a valenced stimulus (US). Traditionally, EC effects are viewed as fundamentally different from per-suasion effects. Inspired by a propositional perspective to EC, four studies (N = 1,284) tested if, like persuasion effects, EC effects can also be driven by trait inferences. Experiments 1-2 found that promoting trait inferences (by pairing people with trait words rather than nouns) increased EC effects. Experiments 3-4 found that under-mining trait inferences (by questioning the validity of those inferences) decreased EC effects. In all experiments, however, EC effects were still significant when trait inferences were invalid. Taken together, our findings (a) suggest that trait inferences can play an important role in EC effects, (b) constrain theoretical models of EC, and (c) have important implications for applied EC interventions.

An investigation of a quantum probability model for the constructive effect of affective evaluation

The idea that choices can have a constructive effect has received a great deal of empirical support. The act of choosing appears to influence subsequent preferences for the options available. Recent research has proposed a cognitive model based on quantum probability (QP), which suggests that whether or not a participant provides an affective evaluation for a positively or negatively valenced stimulus can also be constructive and so, for example, influence the affective evaluation of a second oppositely valenced stimulus. However, there are some outstanding methodological questions in relation to this previous research. This paper reports the results of three experiments designed to resolve these questions. Experiment 1, using a binary response format, provides partial support for the interaction predicted by the QP model; and Experiment 2, which controls for the length of time participants have to respond, fully supports the QP model. Finally, Experiment 3 sought to determine whether the key effect can generalize beyond affective judgements about visual stimuli. Using judgements about the trustworthiness of well-known people, the predictions of the QP model were confirmed. Together, these three experiments provide further support for the QP model of the constructive effect of simple evaluations.

Changing prejudice with evaluative conditioning

The presented study investigates attitude change using a cross-modal evaluative conditioning (EC) paradigm. EC is a change in evaluative responses towards initially neutral stimulus (CS) due to its repeated pairing with affectively valenced stimulus (US). A positive scent of instant chocolate (US+) was used together with pictures of homeless people (US-) to change affective responses towards neutral names (CS). We show that a classic EC effect, i.e. more negative CS evaluations after its pairing with negative images of the homeless, can be eliminated when a competitive US, i.e. a positive chocolate scent, is present in the environment. Additionally, the study demonstrates chocolate scent selectively increased attitude towards homeless as measured by perceived distance to self and a self-report questionnaire. Moreover, this effect was not mediated by mood changes. We argue that scents can be used to change attitudes towards stigmatized groups.