Not all positive categories are alike: Exploring the superiority of the self as a positive source for associative attitude change via intersecting regularities

In associative evaluative learning, attitudes can originate from intersecting regularities between a target and both positive- and self-related stimuli. Liking for a focal target is primarily driven by its reference to one source, but it might be qualified by the reference to a contrast target. This contribution focuses on how the nature of positive and contrast sources affects learning via intersecting regularities. In two studies (N = 199 and N = 185), the self and another positive category lead to increased implicit and explicit liking, regardless of the contrast source’s valence. In Study 3 (N = 128), confronting the self and the positive category in the same paradigm yields only implicit preferences for self-related targets. Both implicitly and explicitly, this preference for self- over positive-related target was moderated by selfpositivity. Our findings confirm the robustness of learning via intersecting regularities and suggest that the self is a special evaluative source