Evaluative Conditioning: Video Notes Flashcards

A set of vocabulary flashcards covering key concepts, experiments, and models of evaluative conditioning from the provided notes.

Evaluative conditioning

Conditioning of liking or disliking to neutral stimuli by pairing with positive or negative stimuli, changing the evaluation of the CS.

Classical conditioning

Learning where a neutral stimulus (CS) is paired with an unconditioned stimulus (US) to elicit a conditioned response (CR).

CS (Conditioned Stimulus)

A neutral stimulus that becomes associated with the US and acquires predictive power.

US (Unconditioned Stimulus)

A stimulus that naturally elicits a response without prior learning.

Valence

The positive or negative evaluation attached to a stimulus.

Attitude change (in EC)

Change in evaluation toward the CS due to evaluative conditioning.

Pavlovian conditioning

Another term for classical conditioning, emphasizing CS-US pairing to elicit a response.

TEA example (evaluative conditioning)

Pairing a tea with sugar leads to a preferred, liked option due to positive association.

Red Bull example

An initially disliked product becomes liked after pairing with extreme sports imagery or associations.

Samsung tone example

A neutral tone becomes negatively valued when paired with waking-up discomfort.

Picture-picture paradigm

EC method using pictures where CSs are paired with liked or disliked images to change later liking.

Razran 1954

Early demonstration: slogans paired with free lunch become positively evaluated.

Verbal domain EC

EC effects in language, where nonsense words take on valence from paired real words.

Staats & Staats 1957

Demonstrated verbal-domain EC with nonsense words linked to valenced real words.

Levey & Martin 1975

Visual-domain EC using paintings; CS-US pairings across acquisition phases.

Gustatory domain

EC in taste; flavor pairings (e.g., tea with sugar) change liking.

Zellner et al. 1983

Tea study: adding sugar increases preference ratings for a particular flavour.

Baeyens et al. 1990

Fruit flavours paired with positive aspects (sugar) to create stronger liking for flavours.

Positive CS+

A CS that is paired with a positive US to increase liking.

Negative CS-

A CS paired with a negative or less positive outcome, leading to decreased liking.

Cross-domain evaluative conditioning

EC effects that span different sensory domains; positive shifts can be less reliable due to valence perception and biases.

Todrank et al. 1995

Phase-based study pairing odours with faces using biologically significant US to test EC.

Biologically significant US

US that has biological importance and relevance, used to test EC in EC research.

Zanna et al. 1970

Used biologically significant US to test EC and examined priming effects via response times.

Extinction (EC)

Process by which EC effects decline when CS is presented without the US; studied by De Houwer 2000.

Contingency

Degree to which CS and US co-occur vs. occur separately, influencing the strength of the learned association.

Baeyens et al. 1993

Examined different CS-US contingencies (perfect, partial, composite) and their effects on EC.

Contingency awareness

Whether a participant consciously knows the CS-US relationship during conditioning.

Demand awareness

Whether a participant is aware of the experimental hypothesis; not always required for EC.

Counterconditioning

Changing the learned response to a CS by pairing it with a new US of opposite emotional value.

Baeyens 1989

Picture-picture paradigm showing counterconditioning effects.

Postacquisition revaluation

Changing the value/meaning of the US after conditioning, altering CS responses later.

Davey 1994 conceptual-categorisation account

EC as concept learning; CS contains likeable/unlikeable features; pairing highlights congruent features.

Holistic account (Martin & Levey)

EC as a basic form of learning with a holistic CS-US representation including US valence.

Martin & Levey 1970s

Proponents of the holistic account; CS evokes a representation of the US.

Sensory preconditioning

A challenging case for holistic accounts; shows a weakness in the holistic explanation.

Referential account

EC involves referential or signal learning where CS relates to thoughts of the US.

Signal vs. referential

Classical conditioning: CS predicts US (signal). Evaluative conditioning: CS linked to thoughts of the US (referential).

Role of awareness

In conditioning, awareness of contingencies influences results; EC often relies on co-occurrences rather than explicit expectancy.

Boundary conditions

Limitations noted in EC theory; the summary advises not focusing on boundary conditions.