Beyond awareness and resources: Evaluative conditioning may be sensitive to processing goals

Evaluative conditioning (EC) is often regarded as an automatic affective learning process. Yet, recent empirical evidence suggests that EC may actually be sensitive to contingency awareness and to the availability of attentional resources. Here, we examine for the first time a third horseman of EC automaticity: processing goals. Specifically, we had participants engage an EC task after completing a task known to elicit the goal of processing either the perceptual similarities or the perceptual differences between stimuli. EC was predicted and found to be larger in the former (similarity-focus) than in the latter (difference-focus) condition. This finding provides original evidence that EC is sensitive to the processing goal activated in participants as they encode the CS-US pairings. The theoretical implications of this finding are discussed.