Implicit misattribution as a mechanism underlying evaluative conditioning.

Evaluative conditioning (EC) refers to the formation or change of an attitude toward an object, following that object's pairing with positively or negatively valenced stimuli. The authors provide evidence that EC can occur through an implicit misattribution mechanism in which an evaluative response evoked by a valenced stimulus is incorrectly and implicitly attributed to another stimulus, forming or changing an attitude toward this other stimulus. In 5 studies, the authors measured or manipulated variables related to the potential for the misattribution of an evaluation, or source confusability. Greater EC was observed when participants' eye gaze shifted frequently between a valenced and a neutral stimulus (Studies 1 & 2), when the 2 stimuli appeared in close spatial proximity (Study 3), and when the neutral stimulus was made more perceptually salient than was the valenced stimulus, due to the larger size of the neutral stimulus (Study 4). In other words, conditions conducive to source confusability increased EC. Study 5 provided evidence for multiple mechanisms of EC by comparing the effects of mildly evocative valenced stimuli (those evoking responses that might more easily be misattributed to another object) with more strongly evocative stimuli.