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Abstract

Evaluation can be defined either as the process of determining the liking of an object or as responding in an evaluative manner to objects. It can be studied by examining the evaluative responses that objects evoke. After justifying these definitions and this approach to the study of evaluation, I present a brief overview of what is known about the variables that influence evaluative responding. Finally, I describe the Associative-Propositional Evaluation model as an example of a theory about the mental processes that are assumed to underlie evaluative responding.