Changing prejudice with evaluative conditioning

Robert Balas , Joanna Sweklej

Abstract

The presented study investigates attitude change using a cross-modal evaluative conditioning (EC) paradigm. EC is a change in evaluative responses towards initially neutral stimulus (CS) due to its repeated pairing with affectively valenced stimulus (US). A positive scent of instant chocolate (US+) was used together with pictures of homeless people (US-) to change affective responses towards neutral names (CS). We show that a classic EC effect, i.e. more negative CS evaluations after its pairing with negative images of the homeless, can be eliminated when a competitive US, i.e. a positive chocolate scent, is present in the environment. Additionally, the study demonstrates chocolate scent selectively increased attitude towards homeless as measured by perceived distance to self and a self-report questionnaire. Moreover, this effect was not mediated by mood changes. We argue that scents can be used to change attitudes towards stigmatized groups.
Author Robert Balas
Robert Balas,,
-
, Joanna Sweklej (Wydział Psychologii)
Joanna Sweklej,,
- Wydział Psychologii
Journal seriesPolish Psychological Bulletin, ISSN 0079-2993, e-ISSN 1641-7844, (B 15 pkt)
Issue year2013
Vol44
No4
Pages379-383
Publication size in sheets0.5
Keywords in Englishevaluative conditioning, attitude change, prejudice, odor
ASJC Classification3200 General Psychology
DOIDOI:10.2478/ppb-2013-0041
URL http://www.degruyter.com/view/j/ppb.2013.44.issue-4/ppb-2013-0041/ppb-2013-0041.xml
Languageen angielski
File
1str_ChangingPrejudice.pdf 161.44 KB
Balas-Sweklej-ChangingPrejudiceWithEC-PPB-2013.pdf 232.46 KB
Score (nominal)15
Publication indicators Scopus SNIP (Source Normalised Impact per Paper): 2013 = 0.209
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