We demonstrate here that initially neutral items can acquire "specific" value based on their associated outcomes, and that responses of physiological systems to such previously meaningless stimuli can rapidly reflect this associative history. Each participant participated in an associative learning task in which four neutral abstract pictures were each repeatedly paired with one of four foods that varied in valence and magnitude. Over the course of learning, participants' "liking" ratings of and preferences for each picture came to reflect the value of the food with which it was paired. The abstract pictures also elicited physiological responses characteristic of the foods with which they were paired, including changes in facial electromyography (EMG) and preferential looking. A logistic modeling procedure showed that learning parameters, such as the rate at which participants learned the values associated with the pictures, were similar across food outcomes of different value. (Contains 8 figures.)