Abstract
Cognitive load has been shown to reduce both Evaluative Conditioning (EC) effects and CS-US pairing memory. This suggests the successful encoding of CS-US pairings is required for eliciting EC effects. However, an alternative account may be that cognitive load impairs the encoding of individual CS or US stimuli in the first place. We examined this possibility by manipulating the presence or absence of an auditory two-back task at learning, and by measuring the memory for both individual CS and US stimuli and for their pairings. Cognitive load reduced memory for CSs, USs, and CS-US pairings. Of importance, however, it disrupted EC even when the encoding of individual CSs and USs composing a pair was preserved. A mediation analysis also supported the assumption cognitive load reduces EC effects because it hampers the encoding of CS-US relations. This confirms the encoding of CS-US relation is a critical, yet non-efficient, contributor to EC.
Highlights
Evaluative Conditioning (EC) consists of a change in the valence of conditioned stimuli (CS) following their pairing with valent stimuli
To advance our understanding of the efficiency of attitude learning, we examined whether attitude formation is observed in an evaluative conditioning procedure when the encoding of individual CS and US stimuli is successfully achieved but the encoding of their pairing is not
Memory for individual CSs and USs was probed before CS-US pairing memory to avoid confusions
Summary
Cognitive Load Impairs Evaluative Conditioning, Even When Individual CS and US Stimuli are Successfully Encoded. Cognitive load has been shown to reduce both Evaluative Conditioning (EC) effects and CS-US pairing memory. This suggests the successful encoding of CS-US pairings is required for eliciting EC effects. An alternative account may be that cognitive load impairs the encoding of individual CS or US stimuli in the first place. A mediation analysis supported the assumption cognitive load reduces EC effects because it hampers the encoding of CS-US relations. This confirms the encoding of CS-US relation is a critical, yet non-efficient, contributor to EC
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