Contingency awareness in evaluative conditioning: A case for unaware affective-evaluative learning

Abstract

According to Martin and Levey (1987) evaluative conditioning is different from signal learning, i.e. the acquisition of knowledge about predictive relations between environmental events. The hypothesis was tested that evaluative conditioning, unlike signal learning, does not require awareness of the CS-US contingency. In three pilot experiments it was demonstrated that pairing neutral stimuli with either liked or disliked stimuli is sufficient to change neutral stimuli into a positive or negative direction. As indicated by postconditioning recognition questionnaires, this evaluative shift did not require and was not even influenced by contingency awareness. These findings were replicated and corroborated in an experiment, using a concurrent awareness assessment procedure and more fine-grained evaluative response measurements. The relevance of this conditioning without contingency awareness is discussed in the context of recent information processing models of Pavlovian conditioning.