Associative and Propositional Processes in Evaluative Conditioning: A Multinomial Modeling Approach

当一个物体与一个令人愉快或不愉快的事件反复配对时，一个人对该物体的评价反应变得与该人对配对事件的自然反应一致。 例如，消费品与令人愉快的图像的重复配对引起对消费品的积极反应。这种影响被称为评价性条件作用。它反映了对对象的评价的变化，因为它与其他事物配对，导致积极或消极的反应。评价性条件反射通常出现在商业广告、健康传播和各种学习环境中。传统上，评价性条件作用被认为是超出个人有意控制的自动过程的结果。然而，最近的研究表明，评价性条件反射效应可能比以前假设的更不自动。与传统观点相反，这些发现提出了一种可能性，即人们可能能够有意地控制物体与愉快或不愉快事件的重复配对的影响。本项目通过建立一个数学模型来验证关于评价性条件反射效应背后的心理机制的相互竞争的预测，以解决这个问题。评价性条件反射是指条件刺激与非条件刺激配对后，对条件刺激的评价发生变化。单加工理论认为，评价性条件反射效应来自于一个人对一个CS如何与一个共同出现的US相关的深思熟虑的想法。双过程理论表明，评价性条件反射效应还可以从CS和共同发生的US之间的心理关联的自动形成中产生。这两种理论的不同之处在于他们对中美关系影响的假设，这意味着对CS的评价与美国相反。双过程理论表明，CS-US配对可以影响评价反应CS之间的关系，无论CS和美国。相反，单过程理论认为，对CS的评价性反应应该反映其与美国的实际关系。一个数学模型将被用来测试竞争的预测，这两个理论使用的判断和选择领域的消费者决策和社会偏好。这项研究将为评价性条件反射的单加工和双加工理论之间的争论提供有价值的见解，并为涉及评价性条件反射效应的广泛应用提供有价值的见解。

When an object is repeatedly paired with a pleasant or unpleasant event, a person's evaluative reactions to the object become consistent with the person's natural response to the paired event. For example, repeated pairings of a consumer product with pleasant images causes a positive reaction to the consumer product. This influence is known as evaluative conditioning. It reflects a change in the evaluation of an object because of its pairings with something else that causes a positive or negative response. Evaluative conditioning is known to occur very commonly in commercial advertisements, health communications, and a variety of learning settings. Traditionally, evaluative conditioning effects have been assumed to be the result of automatic processes that are beyond a person's intentional control. However, recent research suggests that evaluative conditioning effects may be much less automatic than previously assumed. In contrast to traditional views, these findings raise the possibility that people may be able to intentionally control the influence of repeated pairings of an object with a pleasant or unpleasant event. The current project addresses this question by developing a mathematical model to test competing predictions about the psychological mechanisms underlying evaluative conditioning effects.The main goal of this project is to address a debate about the psychological mechanisms underlying evaluative conditioning effects. Evaluative conditioning refers to the change in the evaluation of a conditioned stimulus (CS) due to its pairings with a positive or negative unconditioned stimulus (US). Single-process theories posit that evaluative conditioning effects arise from a person's deliberate thoughts about how a CS is related to a co-occurring US. Dual-process theories suggest that evaluative conditioning effects can additionally arise from the automatic formation of mental associations between a CS and a co-occurring US. The two theories differ in their assumptions about the effects of CS-US relations that imply an evaluation of the CS that is opposite to that of the US. Dual-process theories suggest that CS-US pairings can influence evaluative responses to the CS irrespective of the relation between the CS and the US. In contrast, single-process theories suggest that evaluative responses to the CS should reflect its actual relation to the US. A mathematical model will be used to test competing predictions of the two theories using judgments and choices in the domain of consumer decisions and social preferences. The research will provide valuable insight into the debate between single-process and dual-process theories of evaluative conditioning and for a wide range of applications that involve evaluative conditioning effects.