My research concerns the manner in which spontaneous (automatic) preferences are learned and can be measured. Regarding the learning of preferences, I focus on the role of stimulus pairings (associative learning) and instructions about stimulus pairings. With regard to the measurement of preferences, I developed new reaction time measures and examined the processes underlying various measures. In 2008, I received a 7 year Methusalem grant to continue my research on these topics (see www.liplab.be ) which was renewed for another 7 years in 2015.