Association learning of likes and dislikes: a review of 25 years of research on human evaluative conditioning

De Houwer, Jan; Thomas, Sarah; Baeyens, Frank

doi:10.1037/0033-2909.127.6.853

Cited by 1,181Social and Intergroup PsychologyMemory and Neural MechanismsMemory Processes and Influences

Association learning of likes and dislikes: a review of 25 years of research on human evaluative conditioning

De Houwer, Jan, Thomas, Sarah, Baeyens, Frank·2001·Psychological Bulletin

DOI 10.1037/0033-2909.127.6.853

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Abstract

Evaluative conditioning refers to changes in the liking of a stimulus that are due to the fact that the stimulus has been paired with other, positive or negative stimuli. Although evaluative conditioning appears to be subjected to certain boundary conditions, significant evaluative conditioning effects have been obtained using a large variety of stimuli and procedures. Some data suggest that evaluative conditioning can occur under conditions that do not support other forms of Pavlovian conditioning, and several models have been proposed to account for these differences. In the present article, the authors summarize the available literature, draw conclusions where possible, and provide suggestions for future research.

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The classical conditioning literature has long posited that associative learning of likes and dislikes is based on perceptual similarity, and that this can occur outside of awareness.
“In support of this, the classical conditioning literature has long posited that associative learning of likes and dislikes are based on perceptual similarity, and that this can occur outside of awareness [39,40].”
From Changing bodies changes minds: Owning another body affects social cognition (2015) · cites this paper as [40]

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Untitled work
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Authors: De Houwer, J., Thomas, S., & Baeyens, F.
ORCID: Thomas, Sarah
Baeyens, Frank
Venue: Psychological Bulletin
Publisher: American Psychological Association (APA)
Published: 2001
Volume: 127
Issue: 6
Pages: 853-869
ISSN: 0033-2909 (ISSN-L)
1939-1455
DOI: 10.1037/0033-2909.127.6.853
OpenAlex: W2052711170
Semantic Scholar: f0e8f8f3d012da29431e26b4ab68b0d8335d0b1e
Cited by: 1,181
References: 127
Citations by year: 2026: 26 · 2025: 23 · 2024: 36 · 2023: 90 · 2022: 41 · 2021: 49 · 2020: 102 · 2019: 58 · 2018: 48 · 2017: 53 · 2016: 76 · 2015: 55 · 2014: 56 · 2013: 52 · 2012: 63
FWCI: 7.70
Type: journal article
Language: en
Open access: closed
Locations: Psychological Bulletin (publishedVersion)
PubMed (publishedVersion)
Topics: Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
Life Sciences › Neuroscience › Cognitive Neuroscience › Memory and Neural Mechanisms
Life Sciences › Neuroscience › Cognitive Neuroscience › Memory Processes and Influences
Keywords: evaluative conditioning, associative learning, liking and disliking, classical conditioning, paired stimulation, boundary conditions, affective conditioning
MeSH terms: Association Learning, Choice Behavior, Conditioning, Psychological, Conditioning, Classical, Humans, Models, Psychological

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Association learning of likes and dislikes: a review of 25 years of research on human evaluative conditioning

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