Evaluative conditioning: An integrative multiple processes approach

Evaluative conditioning (EC) effect can be defined as an evaluative change of a neutral stimulus, resulting from the relation experienced between this stimulus and an affectively significant stimulus. Numerous studies conducted on EC have highlighted the generality of this phenomenon but also revealed several inconsistent results. These inconsistencies show that two important distinctions must be considered. The first one deals with the type of EC effects obtained, either directly or indirectly. The other concerns the type of processes underlying EC effects, associative and elaborative ones. In this article, we propose an integrative theoretical approach that takes into account these two distinctions and offers new insight by considering a possible continuum between direct low-level associative effects and indirect high-level elaborative effects. In our view, this approach could make a significant contribution to the understanding of EC effects. To finish, the contribution of this new theoretical approach is discussed with respect to the critical functional determinants of EC.