The Moderating Role of Neuroticism on Evaluative Conditioning: New Insights on the Processes Underlying This Relationship

Evaluative conditioning is an effect consisting of a change in the valence of a neutral stimulus (Conditioned Stimulus, CS) that results from pairing it with a valenced stimulus (Unconditioned Stimulus, US). The present contribution examined whether and how this effect is moderated by Neuroticism, a personality trait articulated in facets and characterized by a high focus on valence. For this purpose, 242 participants completed an EC procedure and a comprehensive survey to assess Neuroticism. Multilevel analyses indicated the EC effect of negative and positive USs to be stronger for people high in anxiety and vulnerability, two Neuroticism facets. This moderation effect was explained by a stronger reaction to the idiosyncratic valence of the US. This result has implications for both EC and personality research. The findings suggest the importance of considering USs’ idiosyncratic evaluation as a potential critical aspect for a significant EC effect and provide novel theoretical insights on how the EC effect takes place in people showing high levels of Neuroticism-related facets.