Unconditioned stimulus

Evaluative conditioning

Evaluative conditioning is a form of classical conditioning, in that it involves a change in the responses to the conditioned stimulus that results from pairing the conditioned stimulus with an unconditioned stimulus. Whereas classic conditioning can refer to a change in any type of response, evaluative conditioning concerns only a change in the evaluative responses to the conditioned stimulus, that is, a change in the liking of the conditioned stimulus. Evaluative conditioning is defined as a change in the association of a stimulus that is due to the pairing of that stimulus with another positive or negative stimulus. The first stimulus is often referred to as the conditioned stimulus and the second stimulus as the unconditioned stimulus. A conditioned stimulus becomes more positive when it has been paired with a positive unconditioned stimulus and more negative when it has been paired with a negative unconditioned stimulus. Evaluative conditioning thus refers to attitude formation or change toward an object due to that object's mere co-occurrence with another object.