Operant evaluative conditioning is sensitive to US-revaluation
Year: 2026
Type: article
Abstract: Two experiments investigated EC effects produced by pairing neutral stimuli (CSs) with instrumental responses that had acquired evaluative properties via operant conditioning. In Experiment 1, participants (N = 176) learned to associate pressing one key with a higher monetary reward and another key with a lower monetary reward. In a subsequent stimulus conditioning phase, the same responses were performed to categorise CSs without receiving monetary outcomes (instrumental extinction). Brands paired with the higher-value response were evaluated more positively than brands paired with the lower-value response. Experiment 2 followed a similar procedure but rewarded responses with token currencies of equal value during the operant conditioning phase. Additionally, participants (N = 368) were informed after stimulus conditioning that one currency had doubled in value while the other had lost all value. This postconditioning revaluation significantly shifted brand evaluations in favour of the response linked to the upvalued currency. The revaluation effect indicates that CS evaluations depended on the current value of the conditioned outcome, supporting an S:R-S account in which the US serves as a referent for CS evaluation. Findings highlight the role of action-outcome relationships in shaping preferences and attitudes.
Source: Cognition & Emotion
Authors: Andreas B. Eder, Anand Krishna
Institution: University of Würzburg
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
Funder: Deutsche Forschungsgemeinschaft
OpenAlex ID: W7154567222