Previous studies have suggested that based on the presence of prediction error, the expectation will update, which subsequently affect the search efficiency of the target. However, the prediction processing under different associations remain unclear. The purpose of this study is to explore whether long-term and short-term associations formed by association learning result in participants generating expectations during product search and have similar effects on subsequent trials. We further record the EEG activity during participants’ search tasks, examined by the event-related potential (ERP). Two event-related potential (ERP) components (CNV and N2) were analyzed, which represent proactive and reactive cognitive control respectively. These results revealed different cognitive control mechanism that long-term associations facilitate expectation update through proactive control, whereas reactive cognitive exhibited a more prominent role in the short-term associations condition. The results of this study will contribute to our comprehension of how different associations guide expectation update and further provide evidence for conflict-control theory.