A General Mechanism for Long Term Non-Reinforced Behavioral Change

Achieving a long-lasting behavioral change is a major challenge that can have a large impact on the quality of life. Recently, it has been shown that using the cue-approach task (CAT), preferences for snack food items could be modified without external reinforcement. In the task, the mere association of images of snack food items with a neutral auditory cue and a speeded button press resulted in increased preferences for the associated items. We examined the generality and long term endurance of the mechanism underlying this non-reinforced behavioral change. In a series of nine independent experiments with 236 participants we used multiple cues of different modalities and a variety of conceptually different stimuli including snacks, affective images, faces and fractals. Our results show a consistent preference modification for all stimuli of neutral and positive (but not negative) valence, regardless of cue modality. More importantly, in five follow-up sessions performed one to six months after training, behavioral change was maintained and durable. Our results provide evidence of a replicable general mechanism for non-reinforced long lasting behavioral change, extending beyond cue modality and stimulus type. This mechanism can be utilized to improve our understanding of non-reinforced learning processes as well as for development of novel clinical behavioral change applications