Evaluative conditioning is a change in a person's evaluative response toward a neutral stimulus after that stimulus has been repeatedly paired with something already liked or disliked, so that the neutral stimulus comes to carry some of the original stimulus's positive or negative feeling. It is best known for shaping attitude formation toward objects such as brands and faces, and researchers use it to explain how preferences can form without a person ever consciously reasoning about the pairing.
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Type of Phenomenon Sources
1. Wikipedia: Classical conditioning
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Classical conditioning (also respondent conditioning and Pavlovian conditioning) is a behavioral procedure in which a biologically potent stimulus (e.g. food, a puff of air on the eye) is paired with a neutral stimulus (e.g. the sound of a musical triangle).
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