Submission 542
Metacognition as Certainty: A Cognitive Process Model of Attitude Acquisition
SymposiumTalk-05
Presented by: Florian Scholten
Pairing a neutral conditioned stimuli (CSs) with valenced unconditioned stimuli (USs) or outcomes (valenced experiences with CSs) elicits behavioral responses of liking toward them. This evaluative conditioning effect is typically examined in contingent environments where a CS is paired only with positive or negative USs. However, real-world conditioning of stimuli is rarely univalent, and CSs may be probabilistically paired with combinations of positive, negative, or mixed USs. Pairings are also not always indicative of a stimulus’ actual valence: a likable person might live in a crime-ridden area and be consistently paired with negative stimuli without that meaning the person himself should be evaluated negatively. In two experiments (total N = 223), we examined the acquisition of attitudes and its underlying uncertainty in probabilistic environments. In 300 trials, participants predicted whether experiences with four companies would be positive or negative based on CS-US pairings of company logos and valenced images. We manipulated the liking and predictability of each company by (mis)matching the valence of CS-US pairings and associated outcomes. Both CS-US pairings and CS-outcome pairings successfully elicited positive or negative evaluation for each CS, Unpredictability led to a decrease in CS valence scores. To illustrate the dynamic development of uncertainty in attitudes depending on the predictability of company experiences, a cognitive process model was developed by analyzing more than 66000 response time and choice data. The parameters of our dynamic diffusion decision model and their trajectories reflect varying pathways of uncertainty reduction in the process of liking and disliking over time.