Counterconditioning: an effective technique for changing conditioned preferences.

The evidence for the effectiveness of counterconditioning as a strategy for changing conditioned preferences is rather scarce and inconclusive. The present experiment reinvestigated this issue and compared the effect of further conditioning, extinction, and a counterconditioning procedure on recently acquired conditioned preferences in a picture-taste paradigm. Self-report and affective priming data indicated that whereas further conditioning and extinction trials were ineffective in fully eliminating the previously acquired evaluations, the counterconditioning treatment did succeed in doing this. A follow-up valence assessment revealed that all these effects persisted after a 7-day delay period.