Association learning of likes and dislikes: A review of 25 years of research on human evaluative conditioning
De Houwer, Thomas and Baeyens reviewed 25 years of research on human evaluative conditioning, defined as changes in the liking of a stimulus due to its being paired with other positive or negative stimuli. They report that effects have been obtained with a large variety of stimuli and procedures, subject to certain boundary conditions, that some data suggest evaluative conditioning can occur under conditions that do not support other forms of Pavlovian conditioning, and that several models have been proposed to account for the differences.
De Houwer, Thomas and Baeyens reviewed 25 years of research on human evaluative conditioning, defined as changes in the liking of a stimulus due to its being paired with other positive or negative stimuli. They report that effects have been obtained with a large variety of stimuli and procedures, subject to certain boundary conditions, that some data suggest evaluative conditioning can occur under conditions that do not support other forms of Pavlovian conditioning, and that several models have been proposed to account for the differences.
Written from the abstract, OpenAlex record, 2026-11-11.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
De Houwer, J., Thomas, S., & Baeyens, F. (2001). Association learning of likes and dislikes: A review of 25 years of research on human evaluative conditioning. Psychological Bulletin, 127(6), 853-869. doi:10.1037/0033-2909.127.6.853 https://doi.org/10.1037/0033-2909.127.6.853