Activation of Political Attitudes: A Psychophysiological Examination of the Hot Cognition Hypothesis

The recording of event-related potentials (ERPs) in the brain has allowed for a better understanding of human sensory and cognitive processing. This technique may also prove useful in studying implicit social attitudes and their effects on information processing. Here, ERPs were used in a study of "hot cognition" in the context of political concepts. Hot cognition, as applied to the political domain, posits that all sociopolitical concepts that have been evaluated in the past are affectively charged, and that this affective charge is automatically activated from long-term memory within milliseconds of presentation of the political stimulus. During an evaluative priming task, ERP recordings showed that affectively incongruent prime/target pairs elicited an enhanced negativity with a peak latency of about 400 milliseconds relative to affectively congruent prime/target pairs. These differences suggest that automatic, implicit evaluations were made in response to strongly positive and negative political stimuli, and that these evaluations affected the subsequent processing of a high-valence adjective. Therefore, it appears that the emotional valence of a political prime is stored along with the concept itself, and that an affective response becomes active upon mere exposure to the political stimulus.     

Transfer of newly acquired stimulus valence between identities in dissociative identity disorder (DID)

Patients with Dissociative Identity Disorder (DID) frequently report episodes of interidentity amnesia, that is amnesia for events experienced by other identities. The goal of the present experiment was to test the implicit transfer of trauma-related information between identities in DID. We hypothesized that whereas declarative information may transfer from one identity to another, the emotional connotation of the memory may be dissociated, especially in the case of negative, trauma-related emotional valence. An evaluative conditioning procedure was combined with an affective priming procedure, both performed by different identities. In the evaluative conditioning procedure, previously neutral stimuli come to refer to a negative or positive connotation. The affective priming procedure was used to test the transfer of this acquired valence to an identity reporting interidentity amnesia. Results indicated activation of stimulus valence in the affective priming task, that is transfer of emotional material between identities.     

A time course analysis of the affective priming effect

The argument that automatic processes are responsible for affective/evaluative priming effects has been primarily based on studies that have manipulated the stimulus onset asynchrony (SOA; i.e., the interval between the onset of the prime and the onset of the target). Moreover, these SOA studies provide an insight in the time course of the activation processes underlying automatic affect/attitude activation. Based on a fine-grained manipulation of the SOA employing either the evaluative decision task (Experiment 1) and the pronunciation task (Experiment 2) we concluded that affective priming, and hence automatic affect activation, is based on fast-acting automatic processes. The results of Experiment 3 provide a valid explanation for an apparent discrepancy between the results of Experiments 1 and 2 and previous findings. Finally, the results of Experiment 3 support the prediction of Jarvis and Petty (1996) that affective priming effects should be stronger for participants who are more chronically engaged in conscious evaluations.     

Effects of prime task on affective priming by facial expressions of emotion

Priming of affective word evaluation by pictures of faces showing positive and negative emotional expressions was investigated in two experiments that used a double task procedure where participants were asked to respond to the prime or to the target on different trials. The experiments varied between-subjects the prime task assignment and the prime-target interval (SOA, stimulus onset asynchrony). Significant congruency effects (that is, faster word evaluation when prime and target had the same valence than when they were of opposite valence) were observed in both experiments. When the prime task oriented the subjects to an affectively irrelevant property of the faces (their gender), priming was observed at SOA 300 ms but not at SOA 1000 ms (Experiment 1). However, when the prime task assignment explicitly oriented the subjects to the valence of the face, priming was observed at both SOA durations (Experiment 2). These results show, first, that affective priming by pictures of facial emotion can be obtained even when the subject has an explicit goal to process a non-affective property of the prime. Second, sensitivity of the priming effect to SOA duration seems to depend on whether it is mediated by intentional or unintentional activation of the valence of the face prime.     

The positivity proportion effect: A list context effect in masked affective priming

In the evaluative decision task, participants decide whether target words denote something positive or negative. Positive and negative prime words are known to engender so-called affective priming effects in this task. Primes were sandwich masked, and the proportion of positive to negative target words was manipulated. In Experiment 1, prime valence and positivity proportion interacted, so that primes of the less frequently presented target valence caused larger priming effects. Experiment 2 rendered an explanation of this interaction in terms of response bias unlikely, Experiment 3 ruled out a peripheral locus of the effect, and Experiment 4 ruled out an account in terms of stimulus repetition. The effect is explained by means of an attentional bias favoring the rare kind of valence.     

Affective priming with subliminally presented pictures.

Affective priming studies have demonstrated that subliminally presented prime words can exert an influence on responses towards positive or negative target stimuli. In the present series of experiments, it was investigated whether these findings can be extended to pictorial stimuli. Ideographically selected positive, neutral, and negative picture primes that were sandwich-masked immediately preceded positive or negative target pictures (Experiment 1) or words (Experiments 2 & 3). Evaluative categorization responses to these target stimuli were significantly influenced by the valence of the prime. First, it was demonstrated that high anxious participants were selectively slowed when the subliminally presented prime was negative (Experiments 1 & 2). Second, the affective congruence between primes and targets also exerted an influence on the responses, but in a direction that is opposite to what is typically observed in affective priming research. These reverse priming effects are situated within a series of recent similar findings, and implications for theories of affective priming are discussed.     

The Fluency Amplification Model: Fluent stimuli show more intense but not evidently more positive evaluations

Processing fluency plays a large role in forming judgments, as research repeatedly shows. According to the Hedonic Fluency Model, more fluently processed stimuli are rated more affectively positive than less fluently processed stimuli. Most research documenting such findings uses neutral or positive stimuli with low complexity, thus any potential impact of initial stimulus valence cannot be tested. In the present study, 60 IAPS stimuli ranging from very negative to very positive valence were rated on liking by participants. Processing fluency was manipulated through perceptual priming (7 ms). Results of Experiment 1 (N = 35) support the prediction of the Hedonic Fluency Model, but only for stimuli with an initially positive valence. However, when negative stimuli were processed more fluently, they were rated as more negative than when processed less fluently. Experiment 2 (N = 39) showed that enhancing the accessibility of the stimulus content (via prolonging the prime duration to 100 ms) cannot account for the results of Experiment 1, since Experiment 2 failed to replicate the findings obtained in Experiment 1. Potential factors influencing affective evaluation of negative stimuli are discussed. A model is offered for the reinterpretation of processing fluency as an amplifying factor for evaluative judgment.     

Accessibility effects on implicit social cognition: the role of knowledge activation and retrieval experiences

Performance on measures of implicit social cognition has been shown to vary as a function of the momentary accessibility of relevant information. The present research investigated the mechanisms underlying accessibility effects of self-generated information on implicit measures. Results from 3 experiments demonstrate that measures based on response compatibility processes (e.g., Implicit Association Test, affective priming with an evaluative decision task) are influenced by subjective feelings pertaining to the ease of retrieving relevant information from memory, whereas measures based on stimulus compatibility processes (e.g., semantic priming with a lexical-decision task) are influenced by direct knowledge activation in associative memory. These results indicate that the mediating mechanisms underlying context effects on implicit measures can differ as a function of the task even when these tasks show similar effects on a superficial level. Implications for research on implicit social cognition and the ease-of-retrieval effect are discussed.     

Automatic influence of arousal information on evaluative processing: Valence–arousal interactions in an affective Simon task

Previous research showed that evaluation speed is faster for negative stimuli that are high in arousal and for positive stimuli that are low in arousal. The present study investigated whether arousal and valence analogously interact in automatic stimulus evaluations, i.e., if stimulus valence is irrelevant for the task. One sample of participants switched randomly between an evaluation task and an affective Simon task that assessed stimulus evaluations indirectly. Another sample completed a pure Simon task. In all conditions, the influence of affective stimuli on task performance was enhanced when valence and arousal were congruent (i.e., high-arousing negative and low-arousing positive stimuli) than when both stimulus dimensions were incongruent (i.e., low-arousing negative and high-arousing positive stimuli). These findings suggest that evaluative implications of stimulus arousal and valence are automatically inferred even when stimulus evaluation is irrelevant for the task at hand.     

The affective priming effect: Automatic activation of evaluative information in memory

Abstract

Fazio, Sanbonmatsu, Powell, and Kardes (1986) argued that affect may be activated automatically from memory on the mere observation of an affect-loaded stimulus. Using a variant of the standard sequential priming paradigm, it was demonstrated that the time needed to evaluate target words as positive or negative decreased if they were preceded by a similarly valenced prime word, but increased when preceded by a prime of opposite valence. Several aspects of their procedure, however, do not warrant their conclusion concerning the unconditionality of the effect. The present research investigated the generality of this affective priming effect. In Experiment 1, it was tested whether the effect can be generalised to more complex visual material. Stimulus pairs consisted of colour slides. Subjects had to evaluate the targets as quickly as possible. In Experiment 2, the standard word-word procedure was used, but target words had to be pronounced. In both experiments, significant affective priming effects were observed, supporting Bargh, Chaiken, Govender, and Pratto's (1992) assertion that the automatic activation effect is a pervasive and relative unconditional phenomenon. Implications for theories of affect and emotion are discussed.     

Context effects in evaluative conditioning of implicit evaluations

Propositional models of evaluative conditioning postulate that the impact of stimulus pairings on liking should depend not on the pairings themselves but on what the pairings imply about the relation between stimuli. Hence, context manipulations that change the implications of stimulus pairings should moderate evaluative conditioning. We manipulated context by varying the way in which context cues were paired with affective outcomes while keeping the pairings between target cues and affective outcomes constant. All participants saw one target cue compound that was followed by a positive outcome (XF+) and another target cue compound that was followed by a negative outcome (YG?). In condition Same, each context cue was consistently paired with a positive or negative outcome, regardless of whether it was presented alone or in compound with another cue (A+, B+, AB+; C?, D?, CD?). In condition Opposite, however, a context cue was paired with a certain outcome when presented alone and with an outcome of the opposite valence when presented in a compound with another cue (A+, B+, AB?; C?, D?, CD+). Employing several implicit measures, we assessed the implicit evaluations of the target cues X and Y. In all three studies, the outcome of the measurement procedure differed between conditions. In condition Same, the positively paired cue X was evaluated more positively than the negatively paired cue Y. In condition Opposite, however, this preference was not present. This pattern of results suggests that EC is determined not only by the objective pairings but also by the context in which these pairings occur. Implications for models of evaluative conditioning are discussed.     

Affect in the eyes: explicit and implicit evaluations

The present study investigated whether another individual’s gaze direction influences an observer’s affective responses. In Experiment 1, subjective self-ratings and an affective priming paradigm were employed to examine how participants explicitly and implicitly, respectively, evaluated the affective valence of direct gaze, averted gaze, and closed eyes. The explicit self-ratings showed that participants evaluated closed eyes more positively than direct gaze. However, the implicit priming task showed an inverse pattern of results indicating that direct gaze was automatically evaluated more positively than closed eyes were. Experiment 2 confirmed that the opposite patterns of results between the two tasks were not due to differences in presentation times of the gaze stimuli. The results provide evidence for automatic affective reactions to eye gaze and indicate a dissociation between explicit and implicit affective evaluations of eyes and gaze direction.     

Affective priming of nonaffective semantic categorization responses

Recent studies have shown that robust affective priming effects can be obtained when participants are required to categorize the targets on the basis of their valence, but not when participants are asked to categorize the targets on the basis of nonaffective features. On the basis of this pattern of results, it has been argued that affective priming is due to processes that operate at a response selection stage rather than to processes that operate at an encoding stage. We demonstrate (a) that affective priming of nonaffective semantic categorization responses can be obtained when participants assign attention to the affective stimulus dimension, and (b) that affective priming in the standard evaluative categorization task is strongly reduced when participants assign attention to nonaffective stimulus features. On the basis of these findings, we argue (a) that processes operating at an encoding stage do contribute to the affective priming effect, and (b) that automatic affective stimulus processing is reduced when participants selectively attend to nonaffective stimulus features.     

Taking a bright view of negative priming in the light of dim stimuli: further evidence for memory confusion during episodic retrieval.

A same-different letter-matching task was used to examine the effects of stimulus intensity on negative priming, which is poorer performance when target letters have been presented as distractor letters on the immediately preceding trial. In Experiment 1, stimulus intensity was manipulated between-participants, whereas in Experiment 2, it varied randomly from trial-to-trial within-participants. In Experiment 1, negative priming was equivalent for both stimulus intensities. In Experiment 2, negative priming effects were larger for repeated intensity stimuli than for nonrepeated intensity stimuli, when stimulus intensity was dim. Furthermore, for repeated intensity stimuli, negative priming effects were enhanced when the overt response required to the stimulus was repeated from prime to probe trial. These results are consistent with the hypothesis that negative priming may be due to memory confusion, rather than to inhibition of the distractor stimuli.     

The affective consequences of cognitive inhibition: devaluation or neutralization?

Affective evaluations of previously ignored visual stimuli are more negative than those of novel items or prior targets of attention or response. This has been taken as evidence that inhibition has negative affective consequences. But inhibition could act instead to attenuate or "neutralize" preexisting affective salience, predicting opposite effects for stimuli that were initially positive or negative in valence. We tested this hypothesis by presenting trustworthy and untrustworthy faces (Experiment 1), strongly positive and negative photographs (Experiment 2), and monetary gain- and loss-associated patterns (Experiment 3) in a Go/No-Go task and assessing subsequent affective ratings. Evaluations of prior No-Go (inhibited) stimuli were more negative than of prior Go (noninhibited) stimuli, regardless of a priori affective valence. Ratings of No-Go stimuli also became increasingly negative (vs. increasingly neutral) when preexisting salience was increased via stimulus repetition (Experiment 4). Our results suggest inhibition leads to affective devaluation, not affective neutralization.     

An adaptive-learning approach to affect regulation: strategic influences on evaluative priming

An adaptive cognition approach to evaluative priming is not compatible with the view that the entire process is automatically determined by prime stimulus valence alone. In addition to the evaluative congruity of individual prime-target pairs, an adaptive regulation function should be sensitive to the base rates of positive and negative stimuli as well as to the perceived contingency between prime and target valence. The present study was particularly concerned with pseudocontingent inferences that offer a proxy for the assessment of contingencies from degraded or incomplete stimulus input. As expected, response latencies were shorter for the more prevalent target valence and for evaluatively congruent trials. However, crucially, the congruity effect was eliminated and overridden by pseudocontingencies inferred from the stimulus environment. These strategic inferences were further enhanced when the task called for the evaluation of both prime stimuli and target stimuli.     

An adaptive-learning approach to affect regulation: Strategic influences on evaluative priming

An adaptive cognition approach to evaluative priming is not compatible with the view that the entire process is automatically determined by prime stimulus valence alone. In addition to the evaluative congruity of individual prime–target pairs, an adaptive regulation function should be sensitive to the base rates of positive and negative stimuli as well as to the perceived contingency between prime and target valence. The present study was particularly concerned with pseudocontingent inferences that offer a proxy for the assessment of contingencies from degraded or incomplete stimulus input. As expected, response latencies were shorter for the more prevalent target valence and for evaluatively congruent trials. However, crucially, the congruity effect was eliminated and overridden by pseudocontingencies inferred from the stimulus environment. These strategic inferences were further enhanced when the task called for the evaluation of both prime stimuli and target stimuli.     

Automatic affective priming of recently acquired stimulus valence: Priming at SOA 300 but not at SOA 1000

In a recent series of studies, it was demonstrated that originally neutral stimuli that were predictive of an electrocutaneous stimulus in a differential aversive conditioning procedure not only acquired “signal-value” but also acquired a negative affective valence. These affective changes were not only evident from the evaluative ratings scales, but also from the data of an affective priming procedure. This response-latency based priming procedure has recently been employed as an indirect and unobtrusive index of stimulus valence (attitudes) (e.g., Fazio, Jackson, Dunton, & Williams, 1995). In the present experiment, the use of the affective priming procedure as an indirect measure of stimulus valence was further explored. Results showed that aversively conditioned stimuli revealed their newly acquired valence in this priming procedure. As predicted, this effect was obtained at the short SOA (300 ms) but not at the long SOA (1000 ms). The significant SOA X Priming interaction suggests that the affective priming procedure is less or not affected by demand effects and (self-presentational) response strategies. This makes the affective priming effect and excellent and unobtrusive measure of affective valence and an interesting alternative to subjective rating scales in situations where demand effects might otherwise influence responding. The results are also related to recent research on conditioning models of the acquisition of anxiety disorders, and to research on the co-occurrence of expectancy learning and affective learning within these models.     

About the impact of automaticity in the minimal group paradigm: evidence from affective priming tasks

Two experiments examined whether novel, minimal ingroups are automatically associated with positive affect while outgroups do not elicit such positive evaluative default. Participants were assigned to social categories in a typical minimal group setting and subsequently administered a masked priming task, i.e. prime words were not consciously recognized. Following either the presentation of a priori positive or negative words or the presentation of the group labels, participants classified adjectives with regard to their valence (positive/negative). In Experiment 1, a standard affective priming paradigm was realized with response latencies as dependent measures; in Experiment 2, a response window technique was used, with errors as crucial measure. In both studies, significant affective congruency effects emerged similarly for standard primes and category labels, indicating ingroup bias on an implicit level. Copyright © 1999 John Wiley & Sons, Ltd.     

Priming effects on the N400 in the affective priming paradigm with facial expressions of emotion

We studied the effect of facial expression primes on the evaluation of target words through a variant of the affective priming paradigm. In order to make the affective valence of the faces irrelevant to the task, the participants were assigned a double prime–target task in which they were unpredictably asked either to identify the gender of the face or to evaluate whether the word was pleasant or unpleasant. Behavioral and electrophysiological (event-related potential, or ERP) indices of affective priming were analyzed. Temporal and spatial versions of principal components analyses were used to detect and quantify those ERP components associated with affective priming. Although no significant behavioral priming was observed, electrophysiological indices showed a reverse priming effect, in the sense that the amplitude of the N400 was higher in response to congruent than to incongruent negative words. Moreover, a late positive potential (LPP), peaking around 700 ms, was sensitive to affective valence but not to prime–target congruency. This pattern of results is consistent with previous accounts of ERP effects in the affective priming paradigm that have linked the LPP with evaluative priming and the N400 with semantic priming. Our proposed explanation of the N400 priming effects obtained in the present study is based on two assumptions: a double check of affective stimuli in terms of valence and specific emotion content, and the differential specificities of facial expressions of positive and negative emotions.