Are there two independent evaluative conditioning effects in relational paradigms? Dissociating the effects of CS-US pairings and their meaning.

Recent research into evaluative conditioning (EC) shows that information about the relationship between the conditioned and unconditioned stimuli can exert strong effects on the size and direction of the EC effect. Additionally, the co-occurrence of these stimuli seems to exert an orthogonal effect on evaluations. This finding has been interpreted as support for two independent types of EC effects. However, previous research devoted to this question relied on aggregated evaluative measures, allowing for alternative interpretations. In four experiments, we developed and validated a multinomial processing tree model that distinguishes effects of the pairings from effects of the meaning of the pairings. Our findings suggest that two independent EC effects contribute to overall evaluative change in a relational EC paradigm. The model that we developed offers a helpful method for future research in that it allows for an assessment of the effects of manipulations on processes rather than overall performance on an evaluative measure.

Quick question or intensive inquiry: The role of message elaboration in the effectiveness of self-persuasive anti-alcohol posters.

Self-persuasion (i.e., generating your own arguments) is often more persuasive than direct persuasion (i.e., being provided with arguments), even when the technique is applied in media messages by framing the message as a question. It is unclear, however, if these messages are more persuasive when viewed for a long period to allow more elaboration about the message, or for a short period to reduce elaboration. In the current experiment, this is addressed by examining whether anti-alcohol posters framed as a statement (direct persuasion) or an open-ended question (self-persuasion) are more effective to reduce alcohol consumption under conditions of short- or long message exposure, compared to a control condition (no poster). Additionally, the potentially moderating roles of self-perceived alcohol identity and self-esteem on both types of persuasion are examined. Participants (N = 149) were exposed to a self-persuasion or direct persuasion anti-alcohol poster, either briefly before or continuously during a bogus beer taste task. The amount of alcohol consumed was the covert dependent variable. Contrary to expectations, both posters failed to affect alcohol consumption, regardless of exposure length. No moderation effects for self-perceived alcohol identity and self-esteem of the participants were found. Possible explanations are discussed.