Attitude research has capitalized on evaluative conditioning procedures to gain insight into how evaluations are formed and may be changed. In evaluative conditioning, a conditioned stimulus (CS; e.g., an unfamiliar soda brand) is paired with an unconditioned stimulus (US) of affective value (e.g., a pleasant picture). Following this pairing, a change in CS liking may be observed (e.g., the soda brand is liked better). A question with far-reaching theoretical and practical implications is whether the change in CS liking is found when participants feel they do not remember the CS-US pairings at the time an evaluation is produced about the CS. Here, we introduce a new conditional judgment procedure-the two-button-sets (TBS) task-for probing evaluative conditioning effects without feelings of remembering about the valence of the US paired with the CS. In three experiments, the TBS is (1) is successfully validated; it is also used to (2) provide preliminary information on the feeling of remembering question, and (3) to examine an affect-consistent bias in memory judgments for CS-US pairings. Results do not support evaluative effects in the absence of feelings of remembering, and they oppose the view that affect-consistent bias is limited to memory uncertainty. We discuss these findings in light of previous evidence and of dual-learning models of attitudes. We also discuss limitations and research avenues related to the new procedure.
Keywords: Attitudes; Evaluative conditioning; Memory.
© 2023. The Author(s).