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Evaluative Conditioning
A stimulus will become more liked or less liked when it is consistently paired with stimuli that are either positive or negative.
Spreading Attitude Effect
A liked or disliked person (or attitude object) may affect not only the evaluation of a second person directly associated but also others merely associated with the second person.
Automatic Activation
According to Fazio, attitudes that have a strong evaluative link to situational cues are more likely to automatically come to mind from memory.
Moderator Variable
A variable that qualifies an otherwise simple hypothesis with a view to improving its predictive power (e.g., A causes B, but only when C (the moderator) is present).
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