An application of Heider's P–O–X balance model to change evaluative conditioning effects

This study employed the P–O–X balance model within an evaluative conditioning (EC) paradigm as a strategy to change EC effects. First, participants viewed other people (CSs) paired with sentences describing valenced behaviors (USs) intermixed with products (CSs) paired with affective pictures (USs). Second, we created triadic relationships by informing the participants that each CSPerson (dis)liked a particular CSProduct; half the participants experienced either balanced or unbalanced relationships. Results showed that CSs were rated more positively after being paired with pleasant USs than unpleasant USs; more importantly, CSsProduct evaluations were reversed after the establishment of unbalanced triadic relationships (i.e., CSsProduct paired with pleasant USs were evaluated less positively and CSsProduct paired with unpleasant USs were evaluated more positively). This finding suggested that participants restored a position of balance when the conditioned evaluative responses were conflicted.