Simple first is our name for a set of hypotheses that we have found useful in our research on evaluative learning. The hypotheses are: (1) It is easier to encode and retrieve information that two concepts are linked than information about how they are linked; (2) It is easier to store and retrieve information than to make an inference based on that information; (3) When people encounter an object and memory activates valence that is mentally linked to that object, they consider the activation valid evidence that the activated valence characterizes the object. We demonstrate how these hypotheses generate useful assumptions about Evaluative Conditioning, and open paths for further research on evaluative learning and evaluation.
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- Yoav Bar-Anan, Robert Balas, Why Does Co-Occurrence Change Evaluation? Introduction to a Special Issue on Evaluative Conditioning , Social Psychological Bulletin: Vol. 13 No. 3 (2018): Special Issue "Evaluative Conditioning – Theoretical Accounts"; Guest Editors: Robert Balas & Yoav Bar-Anan