The good and the bad: Acquisition of likes and dislikes in affective learning

Affective learning, the acquisition of likes and dislikes, was investigated in two experiments using verbal ratings and affective priming as indices of affective change. In both experiments, neutral geometric shapes were paired with pleasant or unpleasant pictures in a picture-picture conditioning procedure to acquire positive and negative valence. Experiment 1 found the acquisition of positive valence; however, this valence change was lost after extinction training. Experiment 2 used more salient pictures as unconditioned stimuli. Positive and negative valence was acquired during paired presentations and retained across extinction training. The results of Experiment 2 are consistent with dual process accounts, which claim that evaluative conditioning is distinct from Pavlovian conditioning because it is resistant to extinction.