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Evaluative and Non-Evaluative Conditioning: Theory and Implications of Conditioning of Valence and Attributes

Förderer, Sabine

German Title: Evaluatives und Non-Evaluatives Konditionieren: Theorie und Implikationen des Konditionierens von Valenz und Attributen

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Evaluative conditioning (EC) refers to the change of valence of initially neutral stimuli due to repeated co-occurrence with valenced stimuli. Broadening this phenomenon, non-evaluative conditioning (NEC) refers to the change of attribute associations beyond valence due to repeated co-occurrence of neutral stimuli with stimuli representing an attribute. EC is a robust and well established associative learning phenomenon; however, which process causes these EC effects (i.e., valence changes) is not yet absolutely clear. Support for NEC effects (i.e., attribute changes) was seldom provided and even less is know about the causing processes. In my dissertation, I wanted to present a deeper insight into mental activities involved and, thus, into processes causing EC effects. Therefore, I will summarize and discuss findings of EC effects and moderating variables, and will also provide own empirical evidence for moderated EC effects. I will discuss these findings in reference to tow processes assumed to cause EC effects, namely an automatic process and a propositional process. Considering all findings, I will conclude that both automatic as well as propositional processes cause EC effects and, thus, only a multiple-process approach is able to explain all current findings within EC research. In the second part of this work, I will provide first conclusive evidence for conditioning of attributes beyond valence, namely NEC, and will show one method to control specific NEC effects that ensures only specific attribute associations will be changed. Finally, I will discuss theoretical implications for processes causing NEC effects as well as practical implication for the use of NEC procedures within advertisements to create brand images.

Item Type: Dissertation
Supervisor: Unkelbach, Prof. Dr. Christian
Date of thesis defense: 30 March 2012
Date Deposited: 16 May 2012 11:10
Date: 2011
Faculties / Institutes: The Faculty of Behavioural and Cultural Studies > Institute of Psychology
Subjects: 150 Psychology
Controlled Keywords: Konditionierung, Einstellung, Einstellungsänderung, Lernen, Präferenz
Uncontrolled Keywords: Evaluatives Konditionieren , Assoziatives Lernen , Non-Evaluatives Konditionieren , Bildung MarkenimageEvaluative Conditioning , associative learning , brand image formation , attribute , preferences, non-evaluative conditioning
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