Expanding the boundaries of evaluative learning research: How intersecting regularities shape our likes and dislikes

Over the last 30 years, researchers have identified several types of procedures through which novel preferences may be formed and existing ones altered. For instance, regularities in the presence of a single stimulus (as in the case of mere exposure) or 2 or more stimuli (as in the case of evaluative conditioning) have been shown to influence liking. We propose that intersections between regularities represent a previously unrecognized class of procedures for changing liking. Across 4 related studies, we found strong support for the hypothesis that when environmental regularities intersect with one another (i.e., share elements or have elements that share relations with other elements), the evaluative properties of the elements of those regularities can change. These changes in liking were observed across a range of stimuli and procedures and were evident when self-report measures, implicit measures, and behavioral choice measures of liking were employed. Functional and mental explanations of this phenomenon are offered followed by a discussion of how this new type of evaluative learning effect can accelerate theoretical, methodological, and empirical development in attitude research.