Contingency learning with evaluative stimuli: testing the generality of contingency learning in a performance paradigm

In two experiments, we tested the generality of the learning effects in the recently-introduced color-word contingency learning paradigm. Participants made speeded evaluative judgments to valenced target words. Each of a set of distracting nonwords was presented most often with either positive or negative target words. We observed that participants responded faster on trials that respected these contingencies than on trials that contradicted the contingencies. The contingencies also produced changes in liking: in a subsequent explicit evaluative rating task, participants rated positively-conditioned nonwords more positively than negatively-conditioned nonwords. Interestingly, contingency effects in the performance task correlated with this explicit rating effect in both experiments. In Experiment 2, all effects reported were independent of subjective and objective contingency awareness (which was completely lacking), even when awareness was measured at the item level. Our results reveal that learning in this type of performance task extends to nonword-valence contingencies and to responses different from those emitted during the performance task. We discuss the implications of these findings for theories about the processes that underlie contingency learning in performance tasks and for research on evaluative conditioning.     

The computer as experimenter in social psychological research

The effects of familiarity and exposure paradigm on evaluative meaning were investigated in four experiments involving 161 Ss. A DEC PDP-10 computer linked to a VB10-C display screen for 1/0 assigned Ss to condition, presented instructions, tested Ss’ understanding of the instructions, generated and displayed stimuli in various frequencies, and obtained evaluative ratings of the stimuli. Problems encountered, Ss’ reactions, and current and possible use of the computer in social psychological research are discussed.     

The temporal dynamics of effect anticipation in course of action planning

"Strong" versions of the ideomotor theory of action control claim that anticipations of the environmental effects that actions bring about are mandatory for response selection. This is considered to be the one and only way of how actions can be voluntarily selected. We studied this notion in a series of four experiments where we adapted the flanker paradigm to investigate the involvement of effect codes in the preparation of motor responses. Participants first learned that their responses to stimulus letters were contingently followed by the presentation of a new letter on the screen. In the second phase of the experiments, the action-demanding letters were presented together with the effects of the correct response, effects of other responses, or neutral letters. Varying the stimulus onset asynchrony (SOA) between target stimuli and the flanking effect stimuli provides the opportunity to investigate the temporal dynamics of the activation of effect codes. Hence, flanker stimuli were presented before, simultaneously with, or after the onset of the target. The results indicate that effect-related information from the flanker stimuli is involved in the preparation process, but mainly in later phases of response preparation. The observed pattern of results suggests that, at least under conditions where responses are determined by stimuli, effect codes are activated in course of response planning to enable the evaluation of the executed response and the monitoring of response execution, but they do not automatically activate the responses themselves.     

The Effect of Counterconditioning on Evaluative Responses and Harm Expectancy in a Fear Conditioning Paradigm

In fear conditioning, extinction targets harm expectancy as well as the fear response, but it often fails to eradicate the negative affective value that is associated with the conditioned stimulus. In the present study, we examined whether counterconditioning can serve to reduce evaluative responses within fear conditioning. The sample consisted of 70 nonselected students, 12 of whom were men. All participants received acquisition with human face stimuli as the conditioned stimuli and an unpleasant white noise as the unconditioned stimulus. After acquisition, one third of the sample was allocated to an extinction procedure. The other participants received counterconditioning with either a neutral stimulus (neutral tone) or a positive stimulus (baby laugh). Results showed that counterconditioning (with both neutral and positive stimuli), in contrast to extinction, successfully reduced evaluative responses. This effect was found on an indirect measure (affective priming task), but not on self-report. Counterconditioning with a positive stimulus also tended to enhance the reduction of conditioned skin conductance reactivity. The present data suggest that counterconditioning procedures might be a promising approach in diminishing evaluative learning and even expectancy learning in the context of fear conditioning.     

Promotions Spontaneously Induce a Positive Evaluative Response

Research has suggested that conscious cognitive processes mediate positive responses to promotions. In contrast, we find that exposure to promotional stimuli evokes a positive evaluative reaction spontaneously and that this reaction generalizes to products that are evaluated subsequently. Three experiments support our predictions and rule out alternative possibilities. Specifically, we find that promotions spontaneously evoke positive evaluative responses and that these responses mediate liking for a target product. Our findings also identify conditions under which promotion‐generated evaluative responses are transferred to products unrelated to the promotion and indicate the type of product categories that are likely to produce this effect. The theoretical and substantive implications of this research are discussed.     

The evaluative connotation of processing fluency: Inherently positive or moderated by motivational context?

A fundamental question for evaluation research is whether cues can impact evaluative responses directly or only in combination with contextual information. Focusing on the experience of processing fluency, the current work tested whether manipulating this cue’s motivational context would moderate its evaluative impact. Because fluently processed stimuli can be assumed to communicate safety, owing to implicit signals of either familiarity (through processes monitoring perception-memory coordination), we reasoned that motivation to avoid negative events should heighten preferences for fluently processed stimuli. Following a motivation manipulation, prevention-focused, but not promotion-focused, participants preferred stimuli that they were able to process quickly (Experiment 2) and that were preceded by concordant primes (Experiment 1). These findings suggest that the value of fluent processing reflects its relation to contextual features, such as one’s current motivational state.     

Automatic contrast: Evidence that automatic comparison with the social self affects evaluative responses

The aim of the present research was to investigate whether unconsciously presented affective information may cause opposite evaluative responses depending on what social category the information originates from. We argue that automatic comparison processes between the self and the unconscious affective information produce this evaluative contrast effect. Consistent with research on automatic behaviour, we propose that when an intergroup context is activated, an automatic comparison to the social self may determine the automatic evaluative responses, at least for highly visible categories (e.g. sex, ethnicity). Contrary to previous research on evaluative priming, we predict automatic contrastive responses to affective information originating from an outgroup category such that the evaluative response to neutral targets is opposite to the valence of the suboptimal primes. Two studies using different intergroup contexts provide support for our hypotheses.     

Why positive information is processed faster: the density hypothesis

The authors postulate and show a speed advantage in the processing of positive information and hypothesize that this advantage is caused by the higher density of positive information in memory: Positive information is more similar to other positive information, in comparison with the similarity of negative information to other negative information. This "density" hypothesis is supported by multidimensional scaling of evaluative stimuli and response latency experiments. The relevance and explanatory power of the hypothesis is demonstrated by secondary data analyses of prior research in the evaluative priming paradigm. The final discussion is concerned with further theoretical implications of the density hypothesis, its generality and limitations, and its relation to other theoretical conceptions and applications.     

After-affects: How automatic evaluations influence the interpretation of subsequent, unrelated stimuli

Findings from three experiments suggest that participants’ automatic evaluations of subliminally presented objects influenced how they interpreted subsequent, unrelated objects. Participants defined homographs (Experiment 1), categorized objects and people (Experiment 2), and made person judgments (Experiment 3) that all could be disambiguated in either a positive or negative way. Participants’ responses to the ambiguous targets were evaluatively consistent with their automatic evaluations of preceding, semantically unrelated objects. The findings suggest that one’s automatic evaluations can influence deliberate judgments of subsequent stimuli, even when the only shared dimension between the initially evaluated objects and the judged objects is an evaluative one. The implications of these findings are discussed with regard to possible mechanisms of evaluative priming as well as previous research concerning evaluative priming effects on social judgment.     

How chimpanzees (<Emphasis Type="Italic">Pan troglodytes</Emphasis>) perform in a modified emotional Stroop task

The emotional Stroop task is an experimental paradigm developed to study the relationship between emotion and cognition. Human participants required to identify the color of words typically respond more slowly to negative than to neutral words (emotional Stroop effect). Here we investigated whether chimpanzees (Pan troglodytes) would show a comparable effect. Using a touch screen, eight chimpanzees were trained to choose between two simultaneously presented stimuli based on color (two identical images with differently colored frames). In Experiment 1, the images within the color frames were shapes that were either of the same color as the surrounding frame or of the alternative color. Subjects made fewer errors and responded faster when shapes were of the same color as the frame surrounding them than when they were not, evidencing that embedded images affected target selection. Experiment 2, a modified version of the emotional Stroop task, presented subjects with four different categories of novel images: three categories of pictures of humans (veterinarian, caretaker, and stranger), and control stimuli showing a white square. Because visits by the veterinarian that include anaesthetization can be stressful for subjects, we expected impaired performance in trials presenting images of the veterinarian. For the first session, we found correct responses to be indeed slower in trials of this category. This effect was more pronounced for subjects whose last anaesthetization experience was more recent, indicating that emotional valence caused the slowdown. We propose our modified emotional Stroop task as a simple method to explore which emotional stimuli affect cognitive performance in nonhuman primates.     

Movement direction or change in distance? Self- and object-related approach-avoidance motions

Based on the conceptualization of approach as a decrease in distance and avoidance as an increase in distance, we predicted that stimuli with positive valence facilitate behavior for either approaching the stimulus (object as reference point) or for bringing the stimulus closer (self as reference point) and that stimuli with negative valence facilitate behavior for withdrawing from the stimulus or for pushing the stimulus away. In Study 1, we found that motions to and from a computer screen where positive and negative words were presented lead to compatibility effects indicative of an object-related frame of reference. In Study 2, we replicated this finding using social stimuli with different evaluative associations (young vs. old persons). Finally, we present evidence that self vs. object reference points can be induced through instruction and thus lead to opposite compatibility effects even when participants make the same objective motion (Study 3).     

The puzzle of joking: Disentangling the cognitive and affective components of humorous distraction

Studies in cognitive psychology, marketing, and education indicate that humor distracts attention from non‐humorous information presented at the same time. Two experiments investigated why humor distracts attention. The two basic components of humor comprise (1) incongruency resolution, which poses cognitive demands and (2) positive affect. We disentangled the contributions of cognitive demands and positive affect on distraction based on the notions that (a) both components are possible sources of distraction, and (b) the components were always confounded in previous research. In an evaluative conditioning paradigm, novel products were consistently paired with humorous stimuli, whereas other products were paired with stimuli that were either (1) equally demanding but neutral, (2) equally positive but undemanding, and (3) undemanding and neutral. The results showed that cognitively demanding stimuli distracted attention, irrespective of stimulus positivity. These findings suggest that the cognitive demands of humor, not the positive affect it evokes, underlie the distraction effect. Copyright © 2009 John Wiley & Sons, Ltd.     

Failing to Establish Evaluative Conditioning Effects for Indirect Intergroup Contact on Facebook

On Facebook, connections between users are published within “friends” lists. Therefore, ties between in- and outgroup members may be easily observed. We simulated this novel form of indirect intergroup contact through an evaluative conditioning (EC) procedure and tested if intergroup attitudes may be influenced positively. To be specific, we presented outgroup members as conditioned stimuli (CSs) and mutual friendship as positively valenced unconditioned stimulus (US). To test our hypotheses, we carried out eight studies measuring explicit and implicit attitudes as well as prosocial intentions toward a target outgroup. However, results demonstrate consistently that the EC procedure did not improve attitudes.     

The world smiles at me: self-referential positivity bias when interpreting direction of attention

Recent research suggests that eye-gaze direction modulates perceived emotional expression. Here we explore the extent to which emotion affects interpretation of attention direction. We captured three-dimensional face models of 8 actors expressing happy, fearful, angry and neutral emotions. From these 3D models 9 views were extracted (0°, 2°, 4°, 6°, 8° to the left and right). These stimuli were randomly presented for 150 ms. Using a forced-choice paradigm 28 participants judged for each face whether or not it was attending to them. Two conditions were tested: either the whole face was visible, or the eyes were covered. In both conditions happy faces elicited most "attending-to-me" answers. Thus, emotional expression has a more general effect than an influence on gaze direction: emotion affects interpretation of attention direction. We interpret these results as a self-referential positivity bias, suggesting a general preference to associate a happy face with the self.     

The role of CS-US contingency in human evaluative conditioning

Recent studies suggest that in Pavlovian conditioning, two different processes may be operative: signal learning and evaluative learning, resulting in two qualitatively different associative structures. Signal-learning is hypothesized to be responsible for providing us with genuine predictors (CS) for significant events (US). This proposition logically entails that the statistical-correlational relation, i.e. the contingency between CS and US should be a crucial determinant of signal learning. Evaluative conditioning, on the other hand, refers to the observation that the mere pairing of neutral with (dis)liked stimuli changes the valence of the originally neutral stimuli in a (negative) positive direction. As argued elsewhere, evaluative conditioning is probably based on the CS acquiring a mere referential value to the US, without any genuine CS-US expectancy being involved. From this, it was hypothesized that evaluative conditioning might not be dependent on CS-US contingency. Using the standard evaluative conditioning paradigm, four different levels of CS-US contingency were created on a between-subject base. The overall effect of evaluative conditioning was strongly significant, and was not mediated by awareness of the CS-US relation. Of crucial importance, this conditioning effect did not interact with the level of contingency, supporting the hypothesis that CS-US contingency is not a crucial determinant of evaluative conditioning. Moreover, this effect was obtained in a situation in which Ss simultaneously evidenced to have consciously registered quite accurately the different levels of CS-US contingency.     

A functional-cognitive framework for attitude research

In attitude research, behaviours are often used as proxies for attitudes and attitudinal processes. This practice is problematic because it conflates the behaviours that need to be explained (explanandum) with the mental constructs that are used to explain these behaviours (explanans). In the current chapter we propose a meta-theoretical framework that resolves this problem by distinguishing between two levels of analysis. According to the proposed framework, attitude research can be conceptualised as the scientific study of evaluation. Evaluation is defined not in terms of mental constructs but in terms of elements in the environment, more specifically, as the effect of stimuli on evaluative responses. From this perspective, attitude research provides answers to two questions: (1) Which elements in the environment moderate evaluation? (2) What mental processes and representations mediate evaluation? Research on the first question provides explanations of evaluative responses in terms of elements in the environment (functional level of analysis); research on the second question offers explanations of evaluation in terms of mental processes and representations (cognitive level of analysis). These two levels of analysis are mutually supportive, in that better explanations at one level lead to better explanations at the other level. However, their mutually supportive relation requires a clear distinction between the concepts of their explanans and explanandum, which are conflated if behaviours are treated as proxies for mental constructs. The value of this functional-cognitive framework is illustrated by applying it to four central questions of attitude research.     

I don't like it because it eats sprouts: conditioning preferences in children

Although little is known about how preferences develop in childhood, work in adults suggests that evaluative responses to stimuli can be acquired through classical conditioning. In two experiments children were exposed to novel cartoon characters, that were either consistently paired with a picture of a disliked food (Brussels sprouts) or a liked food (ice cream). Relative preferences for these stimuli (and others) were measured before and after these paired presentations (Experiment 1): preferences for the cartoon character paired with Brussels sprouts decreased, whereas preferences for the character paired with ice cream increased. These preferences persisted after 10 un-reinforced trials. Experiment 2 replicated this finding using affective priming as an index of preference for the cartoon characters. These findings demonstrate that preferences to novel stimuli can be conditioned in children and result from associations formed between the stimulus and a stimulus possessing positive or negative valence.     

Knowledge creation in consumer research: Multiple routes,multiple criteria

The modal scientific approach in consumer research is to deduce hypotheses from existing theory about relationships between theoretic constructs, test those relationships experimentally, and then show “process” evidence via moderation and mediation. This approach has its advantages, but other styles of research also have much to offer. We distinguish among alternative research styles in terms of their philosophical orientation (theory-driven vs. phenomenon-driven) and their intended contribution (understanding a substantive phenomenon vs. building or expanding theory). Our basic premise is that authors who deviate from the dominant paradigm are hindered by reviewers who apply an unvarying set of evaluative criteria. We discuss the merits of different styles of research and suggest appropriate evaluative criteria for each.     

Self-report of ADHD symptoms in college students and repetition effects

The research in this article focuses on the relation between self-report of attention deficit disorder (ADD) symptoms and performance on a two-alternative forced-choice task that measures repetition effects. The ADD/Hyperactive Adolescent Self-Report Scale--Short Form is administered to college students after they completed the repetition effects task. Performance to familiar and novel stimuli can be measured using this paradigm. The results indicate that participants in the good and poor attention groups do not differ in their responses to repeated stimuli. However, participants who self-report poor attention are faster to respond to novel stimuli compared with participants who self-report good attention. This brief questionnaire appears to capture individual differences in attention and may be useful in attention research.