Operant evaluative conditioning is sensitive to US-revaluation

= 368) were informed after stimulus conditioning that one currency had doubled in value while the other had lost all value. This postconditioning revaluation significantly shifted brand evaluations in favour of the response linked to the upvalued currency. The revaluation effect indicates that CS evaluations depended on the current value of the conditioned outcome, supporting an S:R-S account in which the US serves as a referent for CS evaluation. Findings highlight the role of action-outcome relationships in shaping preferences and attitudes.