Non-competitive liking for brands. No blocking in evaluative conditioning.
In the first experiment, we demonstrated evaluative conditioning using a novel across-modality procedure in which pictorial abstract brand logos acted as conditioned stimulus (CSs) and self-selected foods of different hedonic valence functioned as unconditioned stimuli (USs). We then investigated whether this form of learning of likes discriminates against redundant CSs using a blocking paradigm in the second experiment. The strength of evaluative conditioning accruing to the target CSs during compound training was unaffected by whether the other element of the compound was pretrained with a hedonic US. The observation that contingency learning about the target CS was blocked by the pretraining suggests that learning of likes and predictive learning are mediated by different processes.