US devaluation effect

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Three experiments examined the bi-directionality of evaluative effects following CS-US pairing. In all three experiments, CS evaluations were assimilated to the valence of the US they were paired (i.e., an evaluative conditioning effect), whereas US evaluations became less extreme (i.e., a US devaluation effect). Of importance, however, US devaluation proved independent of CS-US pairing. Experimen...


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