Extinction of likes and dislikes: effects of feature-specific attention allocation.

The evaluative conditioning (EC) effect refers to the change in the liking of a neutral stimulus (conditioned stimulus, CS) due to its pairing with another stimulus (unconditioned stimulus, US). We examined whether the extinction rate of the EC effect is moderated by feature-specific attention allocation. In two experiments, CSs were abstract Gabor patches varying along two orthogonal, perceptual dimensions (i.e. spatial frequency and orientation). During the acquisition phase, one of these dimensions was predictive of the valence of the USs. During the extinction phase, CSs were presented alone and participants were asked to categorise the CSs either according to their valence, the perceptual dimension that was task-relevant during the acquisition phase, or a perceptual dimension that was task-irrelevant during the acquisition phase. As predicted, explicit valence measures revealed a linear increase in the extinction rate of the EC effect as participants were encouraged to assign attention to non-evaluative stimulus information during the extinction phase. In Experiment 1, Affect Misattribution Paradigm (AMP) data mimicked this pattern of results, although the effect just missed conventional levels of significance. In Experiment 2, the AMP data revealed an increase of the EC effect if attention was focused on evaluative stimulus information. Potential mechanisms to explain these findings are discussed.

How to Modify (Implicit) Evaluations of Fear-Related Stimuli: Effects of Feature-Specific Attention Allocation.

We demonstrate that feature-specific attention allocation influences the way in which repeated exposure modulates implicit and explicit evaluations toward fear-related stimuli. During an exposure procedure, participants were encouraged to assign selective attention either to the evaluative meaning (i.e., Evaluative Condition) or a non-evaluative, semantic feature (i.e., Semantic Condition) of fear-related stimuli. The influence of the exposure procedure was captured by means of a measure of implicit evaluation, explicit evaluative ratings, and a measure of automatic approach/avoidance tendencies. As predicted, the implicit measure of evaluation revealed a reduced expression of evaluations in the Semantic Condition as compared to the Evaluative Condition. Moreover, this effect generalized toward novel objects that were never presented during the exposure procedure. The explicit measure of evaluation mimicked this effect, although it failed to reach conventional levels of statistical significance. No effects were found in terms of automatic approach/avoidance tendencies. Potential implications for the treatment of anxiety disorders are discussed.