Evaluative conditioning of responses to unfamiliar chords by exposure to valenced images

The extent to which emotional responses to musical elements are influenced by their past associations with specific emotional responses is largely unknown. To assess this possibility, the present study tested whether pairing positive, negative, or neutral chords from an unfamiliar musical system (a microtonal Bohlen-Pierce tuning) with positively or negatively valenced pictures would have an effect on subsequent liking ratings. The microtonal chords used in this experiment had been previously rated, independent of any other affective input, in an earlier experiment; this allows us to class each chord as intrinsically positive, negative, or neutral. It was found that exposure with an image increases liking ratings independent of the valence of the images, compared with no exposure which supports a mere exposure effect; but, interestingly, we did not find substantial evidence for evaluative conditioning. Results are discussed in light of theoretical accounts of evaluative conditioning and musical implications.