Wilhelm Hofmann

Wilhelm Hofmann

Wilhelm Hofmann is a researcher and first author of the 2010 Psychological Bulletin meta-analysis of 214 studies of evaluative conditioning in humans.

Who they are

The work of Wilhelm Hofmann reaches this site through the paper listed below. On this site the name is tied to Evaluative Conditioning.

Key papers

Hofmann, W., De Houwer, J., Perugini, M., Baeyens, F., & Crombez, G. (2010). Evaluative conditioning in humans: A meta-analysis. Psychological Bulletin, 136(3), 390-421. What it reports: A meta-analysis of 214 studies of evaluative conditioning in humans. Liking shifted on average after pairing, with stronger effects when people were aware of the pairing, when the paired stimulus was clearly visible, and on self-report measures.

Key ideas

Evaluative Conditioning: A brand paired with a good or bad feeling picks up some of it. Ingendahl and colleagues used it in 2023 to explain why only brands met during positive in-game experiences gained.

Sources

  1. Hofmann, W., De Houwer, J., Perugini, M., Baeyens, F., & Crombez, G. (2010). Evaluative conditioning in humans: A meta-analysis. Psychological Bulletin, 136(3), 390-421.