When do primes prime? The moderating role of the self-concept in individuals’ susceptibility to priming effects on social behavior

Using cooperative behavior in economic decision-making settings, we predicted and found that people’s susceptibility to priming influences is moderated by two factors: people’s chronic accessibility to a behavioral repertoire and people’s self-concept activation. In Experiment 1, we show that individuals highly consistent in their social value orientation (SVO) assimilate their behavior to their dispositions rather than to the primes, whereas the opposite effect is obtained among individuals with a low consistent SVO. In Experiment 2, we show that low consistent SVO individuals become less susceptible to priming influences when their self-concept is activated. These studies shed new light on individuals’ susceptibility to priming influences on social behavior.     

Social tuning of the self: consequences for the self-evaluations of stereotype targets

These experiments examined how social interactions with individuals who ostensibly have stereotype-relevant views affect the self-evaluations of stereotype targets. Participants believed they were going to interact, or actually interacted, with a person who ostensibly had stereotype-consistent or stereotype-inconsistent views about their social group. Consistent with shared reality theory, participants' self-evaluations (Experiments 1, 2, and 3) and behavior (Experiment 2) corresponded with the ostensible views of the other person when affiliative motivation was high. This occurred even when it was likely to be detrimental to participants' nonaffiliative outcomes (Experiment 3). Experiment 4 showed that self-evaluative shift away from the ostensible views of another person was a function of social distance motives, also consistent with shared reality theory.     

Positive mood + action = negative mood + inaction: effects of general action and inaction concepts on decisions and performance as a function of affect

General action and inaction concepts have been shown to produce broad, goal-mediated effects on cognitive and motor activity irrespective of the type of activity. The current research tested a model in which action and inaction goals interact with the valence of incidental moods to guide behavior. Over four experiments, participants' moods were manipulated to be positive (happy), neutral, or negative (angry or sad), and then general action, inaction, and neutral concepts were primed. In Experiment 1, action primes increased intellectual performance when participants experienced a positive (happy) or neutral mood, whereas inaction primes increased performance when participants experienced a negative (angry) mood. Including a control-prime condition, Experiments 2 and 3 replicated these results measuring the number of general interest articles participants were willing to read and participants' memory for pictures of celebrities. Experiment 4 replicated the results comparing happiness with sadness and suggested that the effect of the prime's adoption was automatic. Overall, the findings supported an interactive model by which action concepts and positive affect produce the same increases in active behavior as inaction concepts and negative affect.     

Self-activation is a two-edged sword: The effects of I primes on cooperation

Two studies examined the influence of I primes on cooperative behavior. Two contrasting hypotheses were tested, using prosocial allocations (Experiment 1) and behavior in a give-some dilemma (Experiment 2) as dependent variables and assessing subjects’ social value orientation. The self-activation hypothesis (Verplanken & Holland, 2002) predicts that social value orientation influences behavior to a stronger degree when activated. That is, proselfs should behave less cooperatively, whereas prosocials should behave even more cooperatively in an I prime condition. The independent self-construal hypothesis (e.g., Gardner, Gabriel, & Lee, 1999) predicts a stronger concern for one’s own outcome and less cooperative behavior for individuals with an activated independent self-construal. In both studies an interaction between priming and social value orientation occurred, supporting the self-activation hypothesis. Implications for the importance of social cognitive processes underlying cooperative behavior, as well as, implications for research on independent vs interdependent self-construals are discussed.     

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.     

Repeated masked category primes interfere with related exemplars: new evidence for negative semantic priming

In 4 experiments, the authors found evidence for negatively signed masked semantic priming effects (with category names as primes and exemplars as targets) using a new technique of presenting the masked primes. By rapidly interchanging prime and mask during the stimulus onset asynchrony, they increased the total prime exposure to a level comparable with that of a typical visible prime condition without increasing the number of participants having an awareness of the prime. The negative effect was observed for only low-dominance exemplars and not for high-dominance exemplars. The authors found it using lexical decision (Experiments 1 and 2), lexical decision with a response-window procedure (Experiment 3), and the pronunciation task (Experiment 4). The results are discussed with regard to different theories on semantic priming.     

Priming of semantic classifications by novel subliminal prime words

Four experiments demonstrate category congruency priming by subliminal prime words that were never seen as targets in a valence-classification task (Experiments 1, 2, and 4) and a gender-classification task (Experiment 3). In Experiment 1, overlap in terms of word fragments of one or more letters between primes and targets of different valences was larger than between primes and targets of the same valence. In Experiments 2 and 3, the sets of prime words and target words were completely disjoint in terms of used letters. In Experiment 4, pictures served as targets. The observed subliminal priming effects for novel primes cannot be driven by partial analysis of primes at the word-fragment level; they suggest instead that primes were processed semantically as whole words contingent upon prime duration.     

Conceptual and physical object qualities contribute differently to motor affordances

Priming studies have demonstrated that an object’s intrinsic and extrinsic qualities (size, orientation) influence subsequent motor behavior thus suggesting that these object qualities ‘afford’ actions that are congruent with the prime. We present four experiments that aim to evaluate the relative effect of conceptual and physical object qualities on action priming. In Experiment 1 equally graspable known and unknown tools are presented as primes. In Experiment 2 the primes depict high versus low graspable unfamiliar tools, and in Experiments 3 and 4 we present simple graspable shapes versus high graspable unfamiliar or familiar tools respectively. In all experiments the (unrelated) task consists of a timed motor response to the direction of a centrally placed arrow that is superimposed on the prime. Whereas tool familiarity reveals no significant difference on reaction time (Exp 1), responses to high graspable unfamiliar tools (Exp 2) and simple graspable shapes (Exps 3 and 4) are significantly faster. We conclude that motor affordances are most readily determined by object qualities that depend on the object’s physical appearance provided by visual information. Conceptual information about the stimuli, such as semantic category or stored knowledge about its function and associated movements, does not appear to produce detectable effects of action priming in this paradigm.     

Power,competitiveness, and advice taking: Why the powerful don’t listen

Four experiments test the prediction that feelings of power lead individuals to discount advice received from both experts and novices. Experiment 1 documents a negative relationship between subjective feelings of power and use of advice. Experiments 2 and 3 further show that individuals experiencing neutral and low levels of power weigh advice from experts and experienced advisors more heavily than advice from novices, but individuals experiencing high levels of power discount both novice and expert advice. Experiments 3 and 4 demonstrate that this tendency of individuals experiencing high levels of power to discount advice from experts and novices equally is mediated by feelings of competitiveness (Experiment 3) and confidence (Experiments 3 and 4). Finally, Experiment 4 shows that inducing high power individuals to feel cooperative with their advisors can mitigate this tendency, leading them to weigh expert advice more heavily than advice from novices. Theoretical and practical contributions are discussed.     

Approach motivation as incentive salience: perceptual sources of evidence in relation to positive word primes

Four experiments (total N = 391) examined predictions derived from a biologically based incentive salience theory of approach motivation. In all experiments, judgments indicative of enhanced perceptual salience were exaggerated in the context of positive, relative to neutral or negative, stimuli. In Experiments 1 and 2, positive words were judged to be of a larger size (Experiment 1) and led individuals to judge subsequently presented neutral objects as larger in size (Experiment 2). In Experiment 3, similar effects were observed in a mock subliminal presentation paradigm. In Experiment 4, positive word primes were perceived to have been presented for a longer duration of time, again relative to both neutral and negative word primes. Results are discussed in relation to theories of approach motivation, affective priming, and the motivation-perception interface.     

A study of relative-position priming with superset primes

Four lexical decision experiments are reported that use the masked priming paradigm to study the role of letter position information in orthographic processing. In Experiments 1 and 2, superset primes, formed by repetition of 1 or 2 letters of the target (e.g., jusstice-JUSTICE) or by insertion of 1 or 2 unrelated letters (e.g., juastice-JUSTICE), generated significant priming compared with unrelated primes and did not differ significantly from an identity priming condition. In Experiment 3, identity primes generated significantly faster responses than subset primes formed by removal of 2 letters from the target (e.g., jutie-JUSTICE), and subset primes generated faster responses than substitution primes formed by substitution of 2 letters of the target with unrelated letters (e.g., jumlice-JUSTICE). In Experiment 4, insertion of 3 unrelated letters continued to generate facilitation relative to unrelated primes but significantly less so than the identity prime condition. The authors discuss the implications of these results for letter-position coding schemes.     

Automatic guidance of visual attention from verbal working memory

Previous studies have shown that visual attention can be captured by stimuli matching the contents of working memory (WM). Here, the authors assessed the nature of the representation that mediates the guidance of visual attention from WM. Observers were presented with either verbal or visual primes (to hold in memory, Experiment 1; to verbalize, Experiment 2; or merely to attend, Experiment 3) and subsequently were required to search for a target among different distractors, each embedded within a colored shape. In half of the trials, an object in the search array matched the prime, but this object never contained the target. Despite this, search was impaired relative to a neutral baseline in which the prime and search displays did not match. An interesting finding is that verbal primes were effective in generating the effects, and verbalization of visual primes elicited similar effects to those elicited when primes were held in WM. However, the effects were absent when primes were only attended. The data suggest that there is automatic encoding into WM when items are verbalized and that verbal as well as visual WM can guide visual attention.     

Orienting and maintenance of gaze to facial expressions in social anxiety

In 2 experiments, the authors tested predictions from cognitive models of social anxiety regarding attentional biases for social and nonsocial cues by monitoring eye movements to pictures of faces and objects in high social anxiety (HSA) and low social anxiety (LSA) individuals. Under no-stress conditions (Experiment 1), HSA individuals initially directed their gaze toward neutral faces, relative to objects, more often than did LSA participants. However, under social-evaluative stress (Experiment 2), HSA individuals showed reduced biases in initial orienting and maintenance of gaze on faces (cf. objects) compared with the LSA group. HSA individuals were also relatively quicker to look at emotional faces than neutral faces but looked at emotional faces for less time, compared with LSA individuals, consistent with a vigilant-avoidant pattern of bias.     

Long-term Effects of Subliminal Priming on Academic Performance

This research examines the temporal range of subliminal priming effects on complex behavior. In Experiments 1 and 2, participants were subliminally primed with words either related or unrelated to intelligence before completing a practice exam, administered 1 to 4 days before an actual course midterm. Results revealed that the intelligence primes increased performance on the midterm compared to neutral primes. Experiment 1 demonstrated that being told that the priming task was designed to help exam performance moderated the effect of the intelligence primes. In Experiment 2, practice test performance mediated the effect of the primes on midterm performance. These experiments demonstrated that subliminal priming may have long-term effects on real-world behavior, and demonstrates one means by which long-term priming effects may occur.     

Strategic effects in associative priming with words,homophones, and pseudohomophones

G. Lukatela and M. T. Turvey (1994a) showed that at a 57-ms prime-presentation duration, the naming of a visually presented target word (frog) is primed not only by an associate word (toad) but also by a homophone (towed) and a pseudohomophone (tode) of the associate. At a 250-ms prime presentation, priming with the homophone was no longer observed. In Experiment 1, the authors replicated these priming effects in the Dutch language. Next, the authors extended the priming paradigm to a word/legal-nonword lexical decision task (Experiments 2 and 3) and a word/pseudohomophone decision task (Experiment 4). Phonologically mediated associative priming was observed in all conditions with pseudohomophonic primes but not with homophonic primes. The latter did not prime at a 250-ms prime-presentation time and at 57 ms in the word/pseudohomophone task.     

The effect of a masked stimulus on the response to the masking stimulus

Four experiments are reported in which the subjects had to respond to a target that masked a preceding prime via metacontrast masking. In one part of Experiment l, the subjects discriminated the target's shape (square or diamond) by a motor-choice reaction, and in another part they had to respond with a simple reaction. The prime was neutral (circular) with respect to the target's shape. The data showed a facilitation effect. In both tasks the reaction time was reduced by the masked prime. However, the reduction was more pronounced with simple reaction than with choice reaction. In the other experiments, additional primes were used with the same angular shapes as the targets. In Experiments 2 and 3, after discriminating the target's shape by a choice reaction, the subjects had to judge the prime's shape in a signal-detection task. While neither the d' value for discriminating the angular primes from the circular ones (Exp. 2) nor the d' value for distinguishing between the angular primes (Exp. 3) was different from zero, the choice-reaction data showed a congruency effect. With a congruent prime (i.e., a prime that had the same shape as the target), the reaction times were reduced. With an incongruent prime, the reaction times grew. In Experiment 4 the errors were investigated. The facilitation effect was present in the RT, but not in the number of errors, whereas the congruency effect was present in the number, but not in the RT of errors.While the facilitation effect can be attributed either to an unspecific activation by the masked prime or to an influence of the prime on attentional processes, the congruency effect can be explained by the assumption that the masked prime directly activates the specific response, which corresponds to the prime's shape.     

The double meaning of a single act: influences of the perceiver and the perceived on cooperative behaviour

The present research examines how a single behaviour that is informative of both the morality and intelligence of a person influences impressions, degree of cooperative behaviour expected from that person, and degree of cooperative behaviour displayed toward that person in a mixed‐motive interdependence situation (i.e., a social dilemma). Furthermore, it is investigated how individual differences in social value orientation influence these processes. Participants were provided with behavioural information that could be construed in terms of both morality (high/low) and intelligence (high/low). Consistent with the morality‐importance hypothesis, participants assigned greater weight to morality than to intelligence aspects of the information. Congruent with the social value orientation hypothesis (i) only proselfs and not prosocials expected more cooperation from unintelligent than from intelligent others, and (ii) prosocials attended more strongly to morality aspects than proselfs in deciding on own cooperation. Finally, consistent with the relative benefit hypothesis, people overall expected more cooperation than they were willing to display, and this tendency was especially pronounced with others described by moral/unintelligent behaviour, and for people with a proself value orientation. The authors discuss a model describing influences of the perceiver and the perceived on cooperative behaviour. Copyright © 1999 John Wiley & Sons, Ltd.     

Why do non-color words interfere with color naming?

In the non-color-word Stroop task, university students' response latencies were longer for low-frequency than for higher frequency target words. Visual identity primes facilitated color naming in groups reading the prime silently or processing it semantically (Experiment 1) but did not when participants generated a rhyme of the prime (Experiment 3). With auditory identity primes, generating an associate or a rhyme of the prime produced interference (Experiments 2 and 3). Color-naming latencies were longer for nonwords than for words (Experiment 4). There was a small long-term repetition benefit in color naming for low-frequency words that had been presented in the lexical decision task (Experiment 5). Facilitation of word recognition speeds color naming except when phonological activation of the base word increases response competition.     

The role of emotional context in facilitating imitative actions

In two experiments, we explored whether emotional context influences imitative action tendencies. To this end, we examined how emotional pictures, presented as primes, affect imitative tendencies using a compatibility paradigm. In Experiment 1, when seen index finger movements (lifting or tapping) and pre-instructed finger movements (tapping) were the same (tapping–tapping, compatible trials), participants were faster than when they were different (lifting–tapping, incompatible trials). This compatibility effect was enhanced when the seen finger movement was preceded by negative primes compared with positive or neutral primes. In Experiment 2, using only negative and neutral primes, the influence of negative primes on the compatibility effect was replicated with participants performing two types of pre-instructed finger movements (tapping and lifting). This emotional modulation of the compatibility effect was independent of the participants' trait anxiety level. Moreover, the emotional modulation pertained primarily to the compatible conditions, suggesting facilitated imitation due to negatively valent primes rather than increased interference. We speculate that negative stimuli increase imitative tendencies as a natural response in potential flight-or-fight situations.     

Effects of prime and target eccentricity on masked repetition priming

Three experiments examined the influence of briefly presented, pattern-masked prime stimuli on target word recognition at varying eccentricities. The prime was either the same word as the targets or a different word, and prime position varied horizontally from a central fixation point. The targets were either in the same location as the primes (Experiment 1A) or always centrally located (Experiments 1B and 2). In Experiment 1A, target word recognition showed a typical right visual field advantage, and priming effects diminished with increasing prime and target eccentricity. With centrally located targets, priming effects tended to be more constrained by prime location. After eye fixation location and prime visibility were controlled for (Experiment 2), a right visual field advantage for priming effects was also evident for central targets, suggesting an influence of endogenous attentional biases in masked repetition priming.