Evaluative conditioning using virtual reality events

doi:10.1080/02699931.2025.2528928

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Evaluative conditioning using virtual reality events

2025-07-27

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Christopher R. Madan *

Daniela J. Palombo *

DOI：10.1080/02699931.2025.2528928

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Abstract

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Evaluative conditioning (EC) is observed when a neutral stimulus is paired with an emotionally charged unconditioned stimulus (US), resulting in a change in the pleasantness or liking of the CS. Few studies have focused on this effect within an episodic memory context (unique single-trial learning of US-CS pairings). Moreover, most studies involve US-CS pairings presented on a computer screen, but few studies have examined EC under more naturalistic conditions. We sought to fill these gaps, using a novel virtual reality (VR) paradigm. A sample of 74 participants experienced a series of negative and neutral environments in VR wherein they encountered US-CS pairs only once. They then provided ratings of pleasantness and completed a cued recall task, to assess EC and episodic memory, respectively. We successfully replicated the EC effect and did not find an association between EC and episodic memory. This latter pattern diverges from a prior study in our laboratory [Palombo, D. J., Elizur, L., Tuen, Y. J., Te, A. A., & Madan, C. R. (2021). Transfer of negative valence in an episodic memory task.Cognition,217, 104874] and may provide insights into contextual factors not captured in the previous work. Together, our results point to the importance and effectiveness of using more naturalistic and diverse paradigms to investigate and replicate cognitive phenomena. Moreover, they may shed further light on the factors shaping the formation of affective attitudes from experiences.

Keywords:

Evaluative conditioning

emotion

negative

episodic memory

virtual reality