Jones Christopher R, Fazio Russell H, Olson Michael A
Department of Psychology, Ohio State University, Columbus, OH 43210-1287, USA.
J Pers Soc Psychol. 2009 May;96(5):933-48. doi: 10.1037/a0014747.
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.
评价性条件作用（EC）是指在一个对象与具有正性或负性效价的刺激配对之后，对该对象的态度形成或改变。作者提供的证据表明，评价性条件作用可以通过一种内隐的错误归因机制发生，在这种机制中，由效价刺激引发的评价性反应被错误地、内隐地归因于另一个刺激，从而形成或改变对这另一个刺激的态度。在5项研究中，作者测量或操纵了与评价错误归因可能性或来源混淆性相关的变量。当参与者的目光在具有效价的刺激和中性刺激之间频繁转移时（研究1和2），当这两种刺激在空间上紧邻出现时（研究3），以及当中性刺激由于尺寸更大而在感知上比具有效价的刺激更突出时（研究4），观察到了更强的评价性条件作用。换句话说，有利于来源混淆的条件会增强评价性条件作用。研究5通过比较轻度唤起性的效价刺激（那些引发的反应可能更容易被错误归因于另一个对象的刺激）和更强唤起性的刺激的效果，为评价性条件作用的多种机制提供了证据。
