Evaluative Conditioning Revisited: an Affective Information Processing Model

Jonathan Hasford, University of Kentucky, USA
David Hardesty, University of Kentucky, USA
Blair Kidwell, University of Kentucky, USA
Evaluative conditioning has influenced attitude and preference formation research for nearly three decades, yet our understanding of the processes underlying these effects remains limited. The authors focus on the emotional information present in the conditioning process and provide an affect-as-information theoretical model for understanding conditioning effects. Their research provides new insights into evaluative conditioning, including the role of emotion and the differential impact of emotional information processing on conditioning effects.
[ to cite ]:
Jonathan Hasford, David Hardesty, and Blair Kidwell (2011) ,"Evaluative Conditioning Revisited: an Affective Information Processing Model", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 549-551.