Not all positive categories are alike: Exploring the superiority of the self as a positive source for associative attitude change via intersecting regularities

Abstract

AbstractIn associative evaluative learning, attitudes can originate from intersecting regularities between a target and both positive‐ and self‐related stimuli. Liking for a focal target is primarily driven by its reference to one source, but it might be qualified by the reference to a contrast target. This contribution focuses on how the nature of positive and contrast sources affects learning via intersecting regularities. In two studies (N = 199 and N = 185), the self and another positive category lead to increased implicit and explicit liking, regardless of the contrast source's valence. In Study 3 (N = 128), confronting the self and the positive category in the same paradigm yields only implicit preferences for self‐related targets. Both implicitly and explicitly, this preference for self‐ over positive‐related target was moderated by self‐positivity. Our findings confirm the robustness of learning via intersecting regularities and suggest that the self is a special evaluative source.