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We examined whether a voluntary response becomes associated with the (affective) meaning of intended response effects. Four experiments revealed that coupling a keypress with positive or negative consequences produces affective compatibility effects when the keypress has to be executed in response to positively or negatively evaluated stimulus categories. In Experiment 1, positive words were evaluated faster with a keypress that turned the words ON (versus OFF), whereas negative words were evaluated faster with a keypress that turned the words OFF (versus ON). Experiment 2 showed that this compatibility effect is reversed if an aversive tone is turned ON and OFF with keypresses. Experiment 3 revealed that keypresses acquire an affective meaning even when the association between the responses and their effects is variable and intentionally reconfigured before each trial. Experiment 4 used affective response effects to assess implicit ingroup favoritism, showing that the measure is sensitive to the valence of categories and not to the valence of exemplars. Results support the hypothesis that behavioral reactions become associated with the affective meaning of the intended response goal, which has important implications for the understanding and construction of implicit attitude measures.
Humans form impressions of others by associating persons (faces) with negative or positive social outcomes. This learning process has been referred to as social conditioning. In everyday life, affective nonverbal gestures may constitute important social signals cueing threat or safety, which therefore may support aforementioned learning processes. In conventional aversive conditioning, studies using electroencephalography to investigate visuocortical processing of visual stimuli paired with danger cues such as aversive noise have demonstrated facilitated processing and enhanced sensory gain in visual cortex. The present study aimed at extending this line of research to the field of social conditioning by pairing neutral face stimuli with affective nonverbal gestures. To this end, electro-cortical processing of faces serving as different conditioned stimuli was investigated in a differential social conditioning paradigm. Behavioral ratings and visually evoked steady-state potentials (ssVEP) were recorded in twenty healthy human participants, who underwent a differential conditioning procedure in which three neutral faces were paired with pictures of negative (raised middle finger), neutral (pointing), or positive (thumbs-up) gestures. As expected, faces associated with the aversive hand gesture (raised middle finger) elicited larger ssVEP amplitudes during conditioning. Moreover, theses faces were rated as to be more arousing and unpleasant. These results suggest that cortical engagement in response to faces aversively conditioned with nonverbal gestures is facilitated in order to establish persistent vigilance for social threat-related cues. This form of social conditioning allows to establish a predictive relationship between social stimuli and motivationally relevant outcomes.