Evaluative Conditioning
Evaluative conditioning is defined as a change in liking, which occurs due to an association
with a positive or negative stimulus (see De Houwer et al., 2001). Simply put, this means that
our preferences for brands, products, people and other things can be influenced and even
modified by the presence of something we like or dislike strongly (Hale 2012).
In many settings, a neutral stimulus, called a “conditioned stimulus”, often coincides with
some desirable or undesirable object, called the unconditioned stimulus. An