The present study examined the role of derived relations in the generalizability of the evaluative conditioning effect. Healthy university students participated. Four geometrical shapes were first established as discriminative stimuli for the contingent presentation of pictograms (B1, B2, C1, and C2, respectively). We then assessed the reinforcing properties of B1 versus B2, and C1 versus C2 by using simultaneous discrimination tasks: at baseline (baseline assessment), after pairing B1 with aversive slides plus noise and B2 with pleasant slides (test I), and after employing equivalence training and testing to establish B1 as equivalent to C1 and B2 as equivalent to C2 (test II). Most participants (82 %) in the experimental condition, as compared with the control conditions (17 % and 10 %), selected the discriminative shapes for B2 (test I) and C2 (test II) on most trials, replicating and extending previous findings. Subsequently, the geometrical shapes were established as equivalent to the letters X, Y, W, and Z, respectively, which then served as antecedent stimuli in simultaneous discrimination tasks as before (test III). As was expected, only participants in the experimental condition showed preference for the novel letters that were established as equivalent to B2-producing and C2-producing shapes. These findings suggest that the evaluative conditioning effect may extend far beyond the stimulus being de/valuated and narrow the behavioral repertoire.Keywords Transfer of functions . Derived generalization . Evaluative conditioning . Consequence devaluation . Key selection . Humans Just as the mythical Greek King Midas turned everything he touched into gold, an affectively relevant learning experience may alter a person's previous preferences in diverse life domains. The observed change in liking that is due to the pairing of stimuli has been regarded as an evaluative conditioning (EC) effect (De Houwer, 2007). EC is a form of Pavlovian conditioning in which a neutral stimulus is paired with an affective stimulus and, as a result, the valence of the neutral stimulus changes. The effects have been observed with a number of measures of liking based on Likert scale ratings and reaction time.Research on EC can be traced back to the early 1950s, but it was the seminal study by Staats and Staats (1957) that stimulated further research on the applications of EC in several domains (for an overview, see De Houwer, Thomas, & Baeyens, 2001). Staats and Staats showed that participants' responses to a semantic differential scale (pleasantness vs. unpleasantness) were significantly modified after secondorder classical conditioning in which nonsense syllables (CS2) were paired with socially established conditioned stimuli (CS1), such as pretty, healthy, stupid, disgusting (CS2 ➔ CS1). Nonsense syllables paired with positive words were evaluated as more pleasant than nonsense syllables paired with negative words. Subsequent research focused on the possible boundary conditions of EC. Within this line, Tryon and Cicero ...