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Associative Learning and Conditioning TheoryHuman and Non-Human Applications$
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Todd R. Schachtman and Steve S. Reilly

Print publication date: 2011

Print ISBN-13: 9780199735969

Published to Oxford Scholarship Online: May 2011

DOI: 10.1093/acprof:oso/9780199735969.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 19 January 2022

Evaluative Conditioning

Evaluative Conditioning

A Review of Functional Knowledge and Mental Process Theories

(p.399) Chapter 18 Evaluative Conditioning
Associative Learning and Conditioning Theory

Jan De Houwer

Oxford University Press

Pavlovian conditioning can be defined as a change in behavior that is due to the pairing of stimuli. Evaluative conditioning is a subclass of Pavlovian conditioning effects in that it refers to the effect of stimulus pairings on liking. As is the case with other instances of Pavlovian conditioning, two questions can be asked about evaluative conditioning: (1) What elements in the environment moderate the effect of stimulus pairings on liking? (2) Which mental processes mediate the effect of stimulus pairings on liking? This chapter presents a brief overview of the literature pertaining to these two questions.

Keywords:   evaluative conditioning, evaluative learning, Pavlovian conditioning, associative learning, attitudes

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