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. (shrink)

ABSTRACTTwo high-powered experiments examined the role of evaluative response production in the extinction of evaluative conditioning by positioning EC in the procedural and conceptual framewo...

ABSTRACTWhether valence change during evaluative conditioning is mediated by a link between the conditional stimulus and the unconditional stimulus or between the CS and the unconditional response is a matter of continued debate. Changing the valence of the US after conditioning, known as US revaluation, can be used to dissociate these accounts. Changes in CS valence after US revaluation provide evidence for S-S learning but if CS valence does not change, evidence for S-R learning is found. Support for S-S learning (...) has been provided by most past revaluation studies, but typically the CS and US have been from the same stimulus category, the task instructions have suggested that judgements of the CS should be based on the US, and USs have been mildly valenced stimuli. These factors may bias the results in favour of S-S learning. We examined whether S-R learning would be evident when CSs and USs were taken from different categories, the task instructions were removed, a... (shrink)