Abstract
Well fed subjects role-played either food-deprived or food-satiated participation in a classical conditioning of atti tudes study. Subjects who role-played deprivation and indicated awareness of the hypothesis that deprivation would lead to in creased liking for nonsense syllables paired with food words liked the syllables more than satiation-aware, unaware, and con trol subjects, who did not differ in their liking. The results were interpreted as supporting a demand characteristics explana tion of the deprivation-satiation effect found by Staats, Minke, Martin, and Higa (1972).

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