In this paper I review, from the perspective of experimental research, studies that have
examined how brands acquire cultural meaning, and suggest future research directions …

Evaluative conditioning (EC) refers to a change in liking of a conditioned stimulus (CS)
subsequent to its repeated pairing with a valent stimulus (US). Two studies that bring new …

In this paper, we outline the predominant theoretical perspectives on evaluative conditioning
(EC)—the changes in liking that are due to the pairing of stimuli—identify their weaknesses …

Many attitudes are acquired in early childhood. However, due to a lack of experimental
research, little is known about the processes of how they are acquired. Two experiments …

A neutral stimulus can acquire valence by being paired with a valenced stimulus, leading to
a new attitude towards the previously neutral stimulus. There is, however, considerable …

We extend evaluative conditioning research by examining how differences in emotional
ability impact implicit and explicit attitude formation from conditioning. Across five studies …

Evaluative Conditioning (EC) is the change in liking of an object due to its mere pairing with
a positive/negative stimulus. A central question in EC research is whether EC effects also …

Evaluative conditioning (EC) refers to changes in liking that are due to the pairing of stimuli.
Although the question of whether a secondary task can interfere with the occurrence of EC is …

Attitudes are at the core of many topical issues, and a meeting point for research and
discussion. This pervasiveness is not surprising given an attitude's utility in reducing the …

Evaluative conditioning (EC), the change in the evaluation of a neutral “conditioned”
stimulus (CS) that is due to its pairing with a liked or disliked “unconditioned” stimulus (US; …