Abstract

The presented study investigates attitude change using a cross-modal evaluative conditioning paradigm. EC is a change in evaluative responses towards initially neutral stimulus due to its repeated pairing with affectively valenced stimulus. A positive scent of instant chocolate was used together with pictures of homeless people to change affective responses towards neutral names. We show that a classic EC effect, i.e. more negative CS evaluations after its pairing with negative images of the homeless, can be eliminated when a competitive US, i.e. a positive chocolate scent, is present in the environment. Additionally, the study demonstrates chocolate scent selectively increased attitude towards homeless as measured by perceived distance to self and a self-report questionnaire. Moreover, this effect was not mediated by mood changes. We argue that scents can be used to change attitudes towards stigmatized groups.