Abstract Appetitive conditioning plays an important role in the development and maintenance of pornography‐use and gaming disorders. It is assumed that primary and secondary reinforcers are involved in these processes. Despite the common use of pornography and gaming in the general population appetitive conditioning processes in this context are still not well studied. This study aims to compare appetitive conditioning processes using primary (pornographic) and secondary (monetary and gaming‐related) rewards as unconditioned stimuli (UCS) in the general population. Additionally, it investigates the conditioning processes with gaming‐related stimuli as this type of UCS was not used in previous studies. Thirty‐one subjects participated in a differential conditioning procedure in which four geometric symbols were paired with either pornographic, monetary, or gaming‐related rewards or with nothing to become conditioned stimuli (CS + porn, CS + game, CS + money, and CS−) in an functional magnetic resonance imaging study. We observed elevated arousal and valence ratings as well as skin conductance responses for each CS+ condition compared to the CS−. On the neural level, we found activations during the presentation of the CS + porn in the bilateral nucleus accumbens, right medial orbitofrontal cortex, and the right ventral anterior cingulate cortex compared to the CS−, but no significant activations during CS + money and CS + game compared to the CS−. These results indicate that different processes emerge depending on whether primary and secondary rewards are presented separately or together in the same experimental paradigm. Additionally, monetary and gaming‐related stimuli seem to have a lower appetitive value than pornographic rewards.