This study aimed to relate research on equivalence through stimulus pairings and
research on increase of attractiveness. To this end, we examined the effects of stimulus
pairings (AB, BC) on the behavior of 20 subjects facing direct (BA and CA) and indirect
(CB and CB) pairs, using matching-to-sample choice tests (MTS) and a liking scale. The
experiment had two conditions. In the M Condition, participants were exposed to blocks
of pairings and MTS; a final test was made in the form of a liking scale. The second
condition (condition L) was similar to the first, except that the tests in MTS format were
not carried out. Our results corroborate the data of Leader, Barnes and Smeets (1996).
We also showed that over successive exposures, stimulus pairings increase response
accuracy and speed. In M condition, the differential scores of liking for the direct and
indirect pairs were positive, showing a strong relationship between the previous cycles
and a higher score on consistent pairs. But, in L condition the results showed a significant
drop in the differential scores of indirect pairs. Future studies might investigate the effects
of varying the number of pairs of exposures in MTS testing.
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