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Direct linkGlaser, Tina; Walther, Eva – Learning and Motivation, 2012
In evaluative conditioning (EC), the pairing of a positively or negatively valenced stimulus (US) with another neutral stimulus (CS) leads to a corresponding change in liking of the CS. EC research so far has concentrated on using unambiguously positive or negative USs. However, attitude objects often possess multiple features that can be positive…
Descriptors: Conditioning, Evaluation, Stimuli, Research
