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IS EVALUATIVE CONDITIONING A QUALITATIVELY DISTINCT FORM OF CLASSICAL CONDITIONING ?

This paper contains a critical review of the claim that evaluative conditioning (EC) represents a theoretically distinct form of classical conditioning. A review of the evidence suggests that: (i) while it is claimed that EC can occur without awareness, EC studies have either adopted inappropriate statistical comparisons to demonstrate this or have failed to use the control conditions necessary to indicate that what is being measured is associative conditioning; (ii) there is no theoretical reason why conditioning without awareness might be observed in any conditioning paradigm if a relatively complex cova~ation assessment procedure such as that adopted in EC studies is used; and (iii) there are a variety of possible explanations for the relative resistance to extinction reported with EC, some of which allude to failure to use appropriate control conditions and others which point to specific details unique to the EC extinction procedure. Until these appropriate procedural and statistical comparisons are made, it is concluded that it is premature to assume that EC represents a form of~onditioning that is theoretically distinct from other types of classical conditioning.