Simple First: A Skeleton for an Evaluative Learning Model

Research output: Contribution to journalReview articlepeer-review


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.

Original languageEnglish
Article numbere28761
Pages (from-to)1-23
JournalSocial Psychological Bulletin
Issue number3
StatePublished - 20 Sep 2018


  • Associative Learning
  • Automatic Evaluation
  • Evaluative Conditioning
  • Evaluative Learning
  • Relational Information

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Social Psychology


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