Why Do We Like the iPhone? The Role of Evaluative Conditioning in Attitude Formation

Walther, Eva; Weil, Rebecca; Langer, Tina

doi:10.1111/j.1751-9004.2011.00366.x

Cited by 15 publications

(11 citation statements)

References 61 publications

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“…A major question regarding EC is whether the effect can occur without people's awareness of the CS-US co-occurrence during encoding (De Houwer et al, 2001;Walther et al, 2011). Co-occurrence memory judgement has been the main measure of cooccurrence awareness during the pairing.…”

Section: Co-occurrence Memory In Ec Researchmentioning

confidence: 99%

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The effect of evaluation on co-occurrence memory judgement

Bar‐Anan

Amzaleg-David

2013

Cognition and Emotion

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Three experiments tested the effect of an attitude towards an object on the memory judgement of whether this object co-occurred with positive versus negative stimuli. We induced positive or negative attitudes towards novel male stimuli, and paired each man with an equal number of positive and negative animals. In a memory test, participants reported more co-occurrences of same-valence man/animal pairs than opposite-valence pairs. This valence-compatibility effect occurred even when attitudes were induced after the pairing (Experiment 1), when participants knew that each man occurred with an equal number of positive and negative animals (Experiment 2), and in reports of clear memory of pairs that did not co-occur (Experiment 3). The present findings suggest that evaluation causes illusory correlation even when the co-occurring stimuli are not traits or behaviours attributed to the attitude object. The results question the validity of co-occurrence memory judgements as measures of co-occurrence awareness in evaluative conditioning (EC) research.

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Section: Co-occurrence Memory In Ec Researchmentioning

confidence: 99%

“…Co-occurrence with affective stimuli is an important factor in attitude formation (Walther, Weil, & Langer, 2011). After perceiving co-occurrence of a neutral stimulus (the conditioned stimulus, CS) with an affective stimulus (the unconditioned stimulus, US), people's evaluation of the CS becomes more similar to their evaluation of the US.…”

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confidence: 99%

The effect of evaluation on co-occurrence memory judgement

Bar‐Anan

Amzaleg-David

2013

Cognition and Emotion

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“…On a theoretical level, knowing if EC effects are resistant to extinction or not informs and constrains models about the processes that underlie EC. Some existing theories predict resistance of EC effects to extinction while others predict extinction effects (see Hofmann et al, 2010, andWalther, Weil, &Langer, 2011, for a discussion).…”

Section: Testing the Judgment-related Account For The Extinction Of Ementioning

confidence: 99%

Testing the judgment-related account for the extinction of evaluative conditioning

Moran

Dror

Bar‐Anan

2020

Cognition and Emotion

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Evaluative Conditioning (EC) effects refer to changes in the liking of a neutral (conditioned) stimulus (CS) due to pairing with an affective (unconditioned) stimulus (US). Some research found that EC effects are resistant to presentations of the CS without the US, whereas other studies found evidence for extinction effects. A recent study found extinction of EC only when participants rated the CS before and after the CS-only presentations, but not when CS evaluation was measured once or indirectly with the Evaluative Priming task. In two experiments (total N= 2,181), we found no evidence that indirectly measured evaluation is sensitive to extinction, using an indirect evaluation measure with high sensitivitythe Implicit Association Test. However, unlike previous research, we found that evaluation of any stimuli (and not only the CS) before the CS-only presentations decreases self-reported EC effects. Our results are compatible with the conclusion that the extinction of EC is limited to evaluation measured directly. We discuss the theoretical implications of these results, and conclude that the specific conditions (and mechanisms) that change the direct evaluative response are yet to be clarified.

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“…In an experimental setting, participants typically prefer CSs paired with positive stimuli over those paired with negative stimuli in the absence of awareness of the pairings (for a review see Jones et al, 2010). EC has proven to be a robust mechanism by which attitudes are formed and changed (Jones et al, 2010;Walther, Weil, & Langer, 2011). Granted, while we recognize that evidence for EC in ecologically valid settings is mixed (e.g., Rozin, Wrzesniewski, & Byrnes, 1998), our aim is not to claim reliable evidence for implicit EC, but to postulate that perhaps EC may be one underlying cause of both the results found here and the Obama effect itself.…”

Section: News Media and Evaluative Conditioningmentioning

confidence: 99%

News Media Depictions of Obama Influence Automatic Attitudes: Implications for the Obama Effect

March¹,

Kendrick²,

Fritzlen³

et al. 2016

Social Cognition

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Positive media depictions of Obama likely contribute to the so-called "Obama effect." However, like any attitude-object, effects of those depictions can depend on contextually positive or negative portrayals. We hypothesized that politically conservative news web sites (e.g., FoxNews.com) visually depict Obama more negatively than moderate sites (e.g., CNN. com), and that incidental exposure to such dissimilar depictions can differentially impact perceivers' attitudes toward Obama, particularly when pre-existing attitudes are weak. In Study 1 (n = 111), images of Obama from FoxNews.com were rated more negatively than images of him from CNN. com. In Study 2 (n = 215), participants with weaker attitudes exposed to FoxNews.com images (versus all other images) evinced the most negative SC-IAT bias toward Obama. Thus, incidental exposure to valenced media portrayals can impact attitudes toward public figures. Implications for the Obama effect are discussed.

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Why Do We Like the iPhone? The Role of Evaluative Conditioning in Attitude Formation

Cited by 15 publications

References 61 publications

The effect of evaluation on co-occurrence memory judgement

The effect of evaluation on co-occurrence memory judgement

Testing the judgment-related account for the extinction of evaluative conditioning

News Media Depictions of Obama Influence Automatic Attitudes: Implications for the Obama Effect

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