A Conceptual and Theoretical Analysis of Evaluative Conditioning

@inproceedings{Houwer2007ACA,
  title={A Conceptual and Theoretical Analysis of Evaluative Conditioning},
  author={Jan De Houwer},
  year={2007}
}
Evaluative conditioning is best defined as an effect, that is, as a change in the valence of a stimulus that results from pairing the stimulus with another stimulus. This definition has several advantages that are made explicit in this paper. One of the advantages is that it clarifies that evaluative conditioning can be due to multiple processes. Therefore, the conditions under which evaluative conditioning is observed can depend on the processes that underlie a particular manifestation of… CONTINUE READING

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