eprintid: 13289
rev_number: 6
eprint_status: archive
userid: 1
dir: disk0/00/01/32/89
datestamp: 2012-05-16 11:10:19
lastmod: 2014-04-04 00:16:01
status_changed: 2012-08-15 09:05:46
type: doctoralThesis
metadata_visibility: show
creators_name: Förderer, Sabine
title: Evaluative and Non-Evaluative Conditioning: Theory and Implications of Conditioning of Valence and Attributes
title_de: Evaluatives und Non-Evaluatives Konditionieren: Theorie und Implikationen des Konditionierens von Valenz und Attributen
ispublished: pub
subjects: 150
divisions: 100200
adv_faculty: af-10
keywords: Evaluatives Konditionieren , Assoziatives Lernen , Non-Evaluatives Konditionieren , Bildung MarkenimageEvaluative Conditioning , associative learning , brand image formation , attribute , preferences, non-evaluative conditioning
cterms_swd: Konditionierung
cterms_swd: Einstellung
cterms_swd: Einstellungsänderung
cterms_swd: Lernen
cterms_swd: Präferenz
abstract: 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.
abstract_translated_lang: und
date: 2011
date_type: published
id_scheme: DOI
id_number: 10.11588/heidok.00013289
ppn_swb: 1651491569
own_urn: urn:nbn:de:bsz:16-opus-132890
date_accepted: 2012-03-30
advisor: HASH(0x556120aff388)
language: eng
bibsort: FORDERERSAEVALUATIVE2011
full_text_status: public
citation:   Förderer, Sabine  (2011) Evaluative and Non-Evaluative Conditioning: Theory and Implications of Conditioning of Valence and Attributes.  [Dissertation]     
document_url: https://archiv.ub.uni-heidelberg.de/volltextserver/13289/1/Foerderer_Doktorarbeit_online.pdf