The influence of extinction and counterconditioning instructions on evaluative conditioning effects

In three experiments, we tested the influence of instructions about an allegedly upcoming extinction or counterconditioning phase on evaluative conditioning (EC) effects. After an acquisition phase in which neutral stimuli were related to positive or negative stimuli via instructions (Experiments 1 and 2a) or actual pairings (Experiment 2b), three different groups of participants were either informed that in the next phase the neutral stimuli would be presented without positive or negative stimuli (extinction instruction), that the neutral stimuli in the next phase would be paired with stimuli of the opposite valence than before (counterconditioning instruction), or received no further instructions. Afterwards, liking of the originally neutral stimuli was measured either with an evaluative rating (Experiment 1) or with an Implicit Association Test (IAT; Experiments 2a and 2b). EC was reduced in the counterconditioning condition of Experiment 1 and in the joint analysis of Experiments 2a and 2b. The extinction instruction led to a reduction of EC only in Experiment I. Finally, whether the acquisition phase consisted of instructions about CS-US pairings (Experiment 2a) or the actual experience of CS-US pairings (Experiment 2b) did not significantly impact the observed changes in liking. Overall, our results suggest that similar mechanisms might mediate instruction- and experienced-based EC. Our results are in line with propositional models of EC but can be explained also by association formation models and dual process models of EC, provided that certain auxiliary assumptions are made. (C) 2013 Elsevier Inc. All rights reserved.