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Cited by 87Social and Intergroup PsychologyPsychology of Social InfluenceDecision-Making and Behavioral Economics

Evaluative Conditioning: Past, Present, and Future

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Moran, Tal, Nudler, Yahel, Bar-Anan, Yoav·2023·Annual Review of Psychology
DOI 10.1146/annurev-psych-032420-031815

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Abstract

Evaluative conditioning (EC) research investigates changes in the evaluation of a stimulus after co-occurrence with an affective stimulus. To explain the motivation behind this research, this review begins with an overview of the history of EC research, followed by a summary of the state of the art with respect to three key questions. First, how should EC procedures be used to influence evaluation? We provide a guide based on evidence concerning the functional properties of EC effects. Second, how does the EC effect occur? We discuss the possible mediating cognitive processes and their automaticity. Third, are EC effects ubiquitous outside the lab? We discuss the evidence for the external validity of EC research. We conclude that the most important open questions pertain to the relevance of EC to everyday life and to the level of control that characterizes the processes that mediate the EC effect after people notice the stimulus co-occurrence.

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  • EC procedures involve pairing a neutral conditioned stimulus (CS) with a valenced unconditioned stimulus (US); following this pairing, the CS is typically evaluated in line with the valence of the US (the EC effect).

    “EC procedures involve pairing a neutral stimulus (the conditioned stimulus, or CS) with a stimulus of positive or negative valence (the unconditioned stimulus, or US). Following this CS–US pairing, the CS is typically evaluated in line with the valence of the US, a phenomenon known as EC effect (for a review, see Moran et al. 2023).”

    From Unawareness of Attitudes, Their Environmental Causes, and Their Behavioral Effects (2025) · cites this paper as Moran et al. 2023

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Authors
Moran, T., Nudler, Y., & Bar-Anan, Y.
Affiliations
  • Open University of Israel (IL)
  • Tel Aviv University (IL)
ORCID
Venue
Annual Review of Psychology
Publisher
Annual Reviews
Published
2023-01-18
Volume
74
Issue
1
Pages
245-269
ISSN
  • 0066-4308 (ISSN-L)
  • 1545-2085
DOI
10.1146/annurev-psych-032420-031815
OpenAlex
W4296710719
Cited by
87
References
149
Citations by year
2026: 25 · 2025: 20 · 2024: 21 · 2023: 21
FWCI
2.60
Type
journal article
Language
en
Open access
Licence
Locations
  • Annual Review of Psychology (publishedVersion, cc-by)
  • PubMed (publishedVersion)
  • Ghent University Academic Bibliography (Ghent University) (submittedVersion, other-oa)
  • OSF Preprints (OSF Preprints) (submittedVersion, cc-by)
  • OSF Preprints (OSF Preprints) (submittedVersion)
Funders
  • Open University of Israel (41454)
  • Israel Science Foundation (1684/21)
  • Universiteit Gent (BOF16/MET_V/002)
Topics
  • Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
  • Social Sciences › Sociology and Political Science › Psychology of Social Influence
  • Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
Keywords
evaluative conditioning, affective conditioning, stimulus evaluation, automatic cognitive processes, generalizability
MeSH terms
Humans, Motivation

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