When people co-occur with good or bad events: graded effects of relational qualifiers on evaluative conditioning

Studies on evaluative conditioning show that a change in liking can occur whenever stimuli are paired. Such instances of attitude change are known to depend on the type of relation established between stimuli (e.g., “Bob is a friend of Mike” vs. “Bob is an enemy of Mike”). Research has so far only compared assimilative and contrastive relational qualifiers (e.g., friend vs. enemy). For the first time, we compared the effect of non-oppositional qualifiers on attitude change in a EC procedure (e.g., “Bob causes Positive Outcomes” vs. “Bob predicts Positive Outcomes”). Differential effects of non-oppositional relational qualifiers were observed on explicit and implicit evaluations. We discuss the implications of our findings for attitude research, theories of attitude change, and for optimizing evaluative conditioning for changing attitudes in applied settings