Effects of perceived similarity on vicarious emotional conditioning

The present experiment tested the hypothesis that perceived similarity between observers and models enhances vicarious emotional conditioning. Subjects were led to believe that they were either similar to the model in beliefs and attitudes, different from him or were given no information about him. They then underwent a vicarious classical conditioning procedure by witnessing the model express pain reactions in conjunction with a neutral stimulus. Observers developed emotional reactions to the neutral stimulus alone after seeing it paired with modeled pain expressions. Preceived similarity, however, had no significant effect on either the level of vicarious conditioning or the rate of extinction. Subjects who had no information concerning the model displayed stronger autonomic responses to the model's pain expressions, and more frequent and intense autonomic responses to the conditioned stimulus during tests for acquisition and extinction. In correlational analyses, subjects in the latter condition also yielded a significant positive relationship between self-reported arousal and vicarious emotional conditioning. The obtained findings were interpreted in terms of the emotion arousing properties of unfamiliarity.