Generalization Effects in Evaluative Conditioning: Evidence for Attitude Transfer Effects from Single Exemplars to Social Categories.

Tina Glaser,Dieta Kuchenbrandt

doi:10.3389/fpsyg.2017.00103

Abstract

The present research investigated whether evaluatively conditioned attitudes toward members of a social category (CSs) generalize to other stimuli belonging to the same category as the CSs (generalization at the stimulus level) and to the category itself (generalization at the category level). In four experiments, USs were paired with schematic or naturalistic CSs belonging to certain fictitious groups. Afterward, attitudes toward the CSs, toward non-presented exemplars of the CS category, and toward the CS category were assessed. Results revealed evidence for generalization effects in EC on both the stimulus and the category level. Transfer effects were greater when participants’ awareness of the CS–US contingency (CA) was high. Moreover, we found differences in generalization between the stimulus and category level, indicating that different processes might contribute to the effects. Theoretical and practical implications such as using EC as a tool for changing attitudes toward social groups will be discussed.

Highlights

Reviewed by: Adriaan Spruyt, Ghent University, Belgium Jan De Houwer, Ghent University, Belgium Christian Unkelbach, Universität zu Köln, Germany
Generalization effects in both information conditions were moderated by CA, with significant effects for participants high but no effects for participants low in CA
Effects on the category level were obtained in both information conditions, they might be explained with different processes

Summary

Introduction

Reviewed by: Adriaan Spruyt, Ghent University, Belgium Jan De Houwer, Ghent University, Belgium Christian Unkelbach, Universität zu Köln, Germany. Your positive attitude toward Naja and Mouath would have generalized to Hamit because they share an important characteristic: They belong to the same national group. Other EC accounts emphasize the role of higher order mental processes These propositional approaches assume that EC is based on the formation and truth evaluation of propositions about CS–US relations: The evaluation of the CS changes because people form a conscious proposition that the CS is paired with a positive or negative US (De Houwer, 2009; Mitchell et al, 2009).

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Conclusion