Resource Availability and Explicit Memory Largely Determine Evaluative Conditioning Effects in a Paradigm Claimed to be Conducive to Implicit Attitude Acquisition

Abstract

In three experiments, we investigated how preventing the explicit encoding of conditioned stimulus–unconditioned stimulus (CS–US) pairings by imposing a secondary task at learning influences evaluative conditioning (EC) effects in a paradigm claimed to be conducive to implicit EC. We additionally used a multinomial processing tree model to examine how the resource depletion manipulation affects explicit and implicit memory contributions to EC. In all experiments, the EC effect largely vanished when a secondary task was employed that severely reduced participants’ explicit memory for the CS–US pairings. Furthermore, no evidence obtained for an implicit memory contribution to EC effects. In conclusion, the present research yields evidence for explicit learning, but no support for the contribution of implicit processes to EC in a paradigm claimed to facilitate implicit EC.