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Evaluative Conditioning (What is it? (awareness (mixed findings =…
Evaluative Conditioning
Why use it?
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everyday behavior is guided by attitudes; like = approach, dislike = avoid
What is it?
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contingency
statistical contingency
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EC = not dependent on statistical contingency; not regularity, but number of pairings matter!
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mechanisms
attitude formation (or change) by pairing a (neutral) stimulus CS with positive or negative stimuli US
Classic Experiments
Staats & Staats
attitude formation via evaluative conditioning = learning via auditory & visual channel; swedish & dutch were paired with evaluative stimuli, while italian & french paired neutrally, later recall & evaluation
Zanna et al.
2-experiment ploy: CS ratings obtained by 2nd experimenter in context of different experiment; listening to stream of words, receiving electric shocks, certain words signal onset/offset of shock (light & dark), later then evaluation
the word signaling shock onset was less favorably evaluated, than the word signaling shock offset
Martin & Levey
introduced term "evaluative conditioning"; basic EC paradigm = 2 liked, 2 disliked & 6 neutral pictures
5 pairings: NL, ND, NN, LN, DN --> N= neutral, L= liked, D
= dislked
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Propositional learning
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awareness is necessary at encoding, BUT not at retrieval
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Affect misattribution
life satisfaction greater at sunny days = misattribution of mood to satisfaction (instead to weather)
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