An Investigation of Assimilation and Contrast Effects in Backward Evaluative Conditioning
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Evaluative conditioning (EC) refers to the acquisition of likes and dislikes. During backward EC, a neutral conditional stimulus (CS) presented after a valenced unconditional stimulus (US) can acquire the same or opposite valence to the US. Relational instructions, affective relief or disappointment, and US onset predictability determined the direction of backward EC, while US intensity and offset predictability had no effect. The backward conditioning paradigms employed revealed novel insights regarding CS valence acquisition and measurement.
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How disappointing: Startle modulation reveals conditional stimuli presented after pleasant unconditional stimuli acquire negative valenceGreen, Luke J.S. ; Luck, Camilla ; Lipp, Ottmar (2020)Past research on backward conditioning in evaluative and fear conditioning yielded inconsistent results in that self-report measures suggest that the conditional stimulus (CS) acquired the valence of the unconditional ...
Contrast Effects in Backward Evaluative Conditioning: Exploring Effects of Affective Relief/Disappointment Versus Instructional InformationGreen, Luke; Luck, Camilla ; Gawronski, B.; Lipp, Ottmar (2019)Past studies of backward evaluative conditioning (EC) have found an assimilation effect, in that neutral conditional stimuli (conditional stimulus [CS]) were found to acquire the valence of co-occurring unconditional ...
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