Beyond evaluative conditioning! Evidence for transfer of non-evaluative attributes
Evaluative conditioning is the valence transfer from positive or negative stimuli to initially neutral stimuli through repeated co-occurrences of those stimuli. Theoretically, it should also be possible to condition non-evaluative attributes. Three experiments show the transfer of a non-evaluative a...
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| Main Authors: | , |
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| Format: | Article (Journal) |
| Language: | English |
| Published: |
February 23, 2011
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| In: |
Social psychological and personality science
Year: 2011, Volume: 2, Issue: 5, Pages: 479-486 |
| ISSN: | 1948-5514 |
| DOI: | 10.1177/1948550611398413 |
| Online Access: | Verlag, lizenzpflichtig, Volltext: https://doi.org/10.1177/1948550611398413
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| Author Notes: | Sabine Förderer and Christian Unkelbach |
| Summary: | Evaluative conditioning is the valence transfer from positive or negative stimuli to initially neutral stimuli through repeated co-occurrences of those stimuli. Theoretically, it should also be possible to condition non-evaluative attributes. Three experiments show the transfer of a non-evaluative attribute: By repeatedly presenting neutral people with athletic or nonathletic people, initially neutral people became more athletic while valence was controlled for statistically and experimentally. A fourth experiment generalizes the effect to shapes and nonwords as neutral stimuli. Athleticism transfer was found on direct ratings and indirect measures (a modified affect misattribution procedure and a categorical priming task). These data broaden the applicability of conditioning as a procedure for trait acquisition with important practical implications for advertising and brand image formation. |
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| Item Description: | Gesehen am 08.02.2023 |
| Physical Description: | Online Resource |
| ISSN: | 1948-5514 |
| DOI: | 10.1177/1948550611398413 |