The flexibility of sampling’s positive impact on evaluation
Mon-B16-Talk I-04
Presented by: Zachary Niese
In a recent series of studies, we replicated approach-avoidance effects, whereby merely approaching a stimulus leads people to evaluate it more positively, within a valent environment in which participants were given genuine autonomy over which stimuli they chose to approach. Specifically, sampling a stimulus more often predicted increased liking of the stimulus, regardless of whether it was consistently paired with positive or negative images. The current experiment tests the malleability of this effect based on people’s interpretations of what their approach behavior signals. Participants played an environmentalism game in which they sampled faces of CEOs, which were then paired with positive images of environmental protection or negative images of environmental harm that were caused by the CEO’s company policies. Participants were randomly assigned goals that would encourage them to sample positively (find instances of protection to encourage), negatively (find instances of harm to discourage), or in a balanced way (find instances of both). We found that the effect of approach on subsequent evaluations of a stimulus depended on sampling goal. Sampling a stimulus more (vs. less) frequently predicted a more positive evaluative shift regardless of paired valence among participants with a positive sampling goal, but a negative evaluative shift among participants with a negative sampling goal. Among participants with a balanced goal, the approaching a stimulus more increased the effect of paired valence. Thus, the current findings highlight the malleability of approach-avoidance effects, demonstrating instances in which choosing to frequently approach a stimulus can lead to liking it less.
Keywords: sampling, evaluative conditioning