chapter  4
16 Pages

For Whom Pavlov’s Bell Tolls: Processes Underlying Evaluative Conditioning

Human behavior is governed to a large extent by our likes and dislikes. Whereas some attitudinal reactions seem to be almost universal (e.g., many people like ice cream better than spiders), many other attitudes appear to reect individual learning history. After all, social psychology relies to a large extent on the assumption that negative attitudes (e.g., prejudice) as well as positive attitudes (e.g., preferences) can be acquired by and cured with individual learning experiences (see Crano, this volume). However, the question remains of how learning must be designed in order to form and change attitudes.