Testing the judgment-related account for the extinction of evaluative conditioning

Tal Moran, Tzipi Dror, Yoav Bar-Anan

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Evaluative conditioning (EC) effects refer to changes in the liking of a neutral (conditioned) stimulus (CS) due to pairing with an affective (unconditioned) stimulus (US). Some research found that EC effects are resistant to presentations of the CS without the US, whereas other studies found evidence for extinction effects. A recent study found extinction of EC only when participants rated the CS before and after the CS-only presentations, but not when CS evaluation was measured once or indirectly with the evaluative priming task. In two experiments (total N = 2,181), we found no evidence that indirectly measured evaluation is sensitive to extinction, using an indirect evaluation measure with high sensitivity–the Implicit Association Test. However, unlike previous research, we found that evaluation of any stimuli (and not only the CS) before the CS-only presentations decreases self-reported EC effects. Our results are compatible with the conclusion that the extinction of EC is limited to evaluation measured directly. We discuss the theoretical implications of these results, and conclude that the specific conditions (and mechanisms) that change the direct evaluative response are yet to be clarified.

Original languageEnglish
Pages (from-to)1690-1703
Number of pages14
JournalCognition and Emotion
Issue number8
StatePublished - 16 Nov 2020


  • Evaluative conditioning
  • evaluative judgement
  • extinction

ASJC Scopus subject areas

  • Experimental and Cognitive Psychology
  • Developmental and Educational Psychology
  • Arts and Humanities (miscellaneous)


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