Do different types of US produce similar evaluative conditioning? An examination with contingency-awareness and cognitive load

Evaluative conditioning (EC) refers to a modulation in the liking of a neutral stimulus after it has been paired with an unconditioned stimulus (US). Previous studies have uncovered some of the mechanisms responsible for EC, but many parameters remain unknown. The study addresses two questions: Is the amplitude of EC and the impact of cognitive variables are the same for different types of US? We compared three types of US: shocks, single images and multiple semantically related images. This conditioning occurred while participants maintained a concurrent cognitive load, or not. Our results indicate that all types of US produced a significant EC of similar amplitude. Furthermore, the two cognitive variables had a similar impact across all types of US. Specifically, contingency-awareness was related to the amplitude of EC, particularly in the cognitive load group. Our results illustrate the importance of within study comparisons to assess different parameters on EC.