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.     

Contextual influences on implicit evaluation: a test of additive versus contrastive effects of evaluative context stimuli in affective priming

Drawing on two alternative accounts of the affective priming effect (spreading activation vs. response interference), the present research investigated the underlying processes of how evaluative context stimuli influence implicit evaluations in the affective priming task. Employing two sequentially presented prime stimuli (rather than a single prime), two experiments showed that affective priming effects elicited by a given prime stimulus were more pronounced when this stimulus was preceded by a context prime of the opposite valence than when it was preceded by a context prime of the same valence. This effect consistently emerged for pictures (Experiment 1) and words (Experiment 2) as prime stimuli. These results suggest that the impact of evaluative context stimuli on implicit evaluations is mediated by contrast effects in the attention to evaluative information rather than by additive effects in the activation of evaluative information in associative memory.     

The automatic evaluation of novel stimuli

From classic theory and research in psychology, we distill a broad theoretical statement that evaluative responding can be immediate, unintentional, implicit, stimulus based, and linked directly to approach and avoidance motives. This statement suggests that evaluative responses should be elicited by novel, nonrepresentational stimuli (e.g., abstract art, "foreign" words). We tested this hypothesis through combining the best features of relevant automatic–affect research paradigms. We first obtained explicit evaluative ratings of novel stimuli. From these, we selected normatively positive and negative stimuli to use as primes in a sequential priming paradigm. Two experiments using this paradigm demonstrated that briefly presented novel prime stimuli were evaluated automatically, as they facilitated responses to subsequently presented target stimuli of the same valence just as much as did pictures or names of real objects. A final experiment revealed that exposure to novel stimuli produces muscular predispositions to approach or avoid them.     

Watch out! That could be dangerous: valence-arousal interactions in evaluative processing

Seven studies involving 146 undergraduates examined the effects of stimulus valence and arousal on direct and indirect measures of evaluative processing. Stimuli were emotional slides (Studies 1 to 6) or words (Study 7) that systematically varied in valence and arousal. Evaluative categorization was measured by reaction times to evaluate the stimuli (Studies 2, 3, and 7), latencies related to emotional feelings (Study 3), and incidental effects on motor performance (Studies 4 and 5). A consistent interaction was observed such that evaluation latencies were faster if a negative stimulus was high in arousal or if a positive stimulus was low in arousal. Studies 1, 6, and 7 establish that the findings are not due to stimulus identification processes. The findings therefore suggest that people make evaluative inferences on the basis of stimulus arousal.     

Mechanisms of Priming by Masked Stimuli: Inferences From Event-Related Brain Potentials

A metacontrast procedure was combined with the recording of event-related potentials (ERPs) to examine the mechanisms underlying the priming effect exerted by masked visual stimuli (primes) on target processing. Participants performed spatially arranged choice responses to stimulus locations. The relationship between prime and target locations (congruity) and the mapping between target and response locations (compatibility) were factorially manipulated. Although participants were unaware of prime locations, choice responses were faster for congruent than incongruent conditions irrespective of the mapping. Visual ERP components and the onset of the lateralized readiness potential (LRP), an index of specific motor activation, revealed that neither perceptual nor preselection processes contributed to the congruity effect. However, the LRP waveform indicated that primes activated responses that fit the stimulus-response mapping. These results support the view that sensorimotor processing of masked stimuli is functionally distinct from their conscious perception.     

On the adaptive flexibility of evaluative priming

If priming effects serve an adaptive function, they have to be both robust and flexible. In four experiments, we demonstrated regular evaluative-priming effects for relatively long stimulus-onset asynchronies, which can, however, be eliminated or reversed strategically. When participants responded to both primes and targets, rather than only to targets, the standard congruity effect disappeared. In Experiments 1a–1c, this result was regularly obtained, independently of the prime response (valence or gender classification) and the response mode (pronunciation or keystroke). In Experiment 2, we showed that once the default congruity effect was eliminated, strategic-priming effects reflected the statistical contingency between prime valence and target valence. Positive contingencies produced congruity, whereas negative contingencies produced equally strong incongruity effects. Altogether, these findings are consistent with an adaptive-cognitive perspective, which highlights the role of flexible strategic processes in working memory as opposed to fixed structures in semantic long-term memory or in the sensorimotor system.     

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.     

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.     

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.     

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.     

Strategic modification of the evaluative priming effect does not reduce its sensitivity to uncontrolled evaluations

In the evaluative priming procedure the processing of a target stimulus is facilitated when preceded by a prime of the same valence. This procedure is used to investigate and measure the unintentional and uncontrolled influence of attitudes. Consistent with previous findings, in this research, when participants knew that primes are more likely to precede targets of opposite valence the typical priming effect was reversed. This may suggest that non-evaluative processes can eliminate the effect of unintentional evaluation. However, in five studies, success in reversing the priming effect was still related to people's evaluation of the primes. This suggests that unintentional evaluation affects performance in the evaluative priming procedure even when people successfully counteract the priming effect. Although behaviors that are sensitive to evaluative processes may be altered by rival processes, the rival processes do not necessarily decrease the absolute influence of the evaluative processes on those behaviors.     

Evaluative priming of naming and semantic categorization responses revisited: a mutual facilitation explanation

The evaluative priming effect (i.e., faster target responses following evaluatively congruent compared with evaluatively incongruent primes) in nonevaluative priming tasks (such as naming or semantic categorization tasks) is considered important for the question of how evaluative connotations are represented in memory. However, the empirical evidence is rather ambiguous: Positive effects as well as null results and negatively signed effects have been found. We tested the assumption that different processes are responsible for these results. In particular, we argue that positive effects are due to target-encoding facilitation (caused by a congruent prime), while negative effects are due to prime-activation maintenance (caused by a congruent target) and subsequent response conflict. In 4 experiments, we used a negative prime-target stimulus-onset asynchrony (SOA) to minimize target-encoding facilitation and maximize prime maintenance. In a naming task (Experiment 1), we found a negatively signed evaluative priming effect if prime and target competed for naming responses. In a semantic categorization task (i.e., person vs. animal; Experiments 2 and 3), response conflicts between prime and target were significantly larger in case of evaluative congruence compared with incongruence. These results corroborate the theory that a prime has more potential to interfere with the target response if its activation is maintained by an evaluatively congruent target. Experiment 4a/b indicated valence specificity of the effect. Implications for the memory representation of valence are discussed.     

Movement direction or change in distance? Self- and object-related approach-avoidance motions

Based on the conceptualization of approach as a decrease in distance and avoidance as an increase in distance, we predicted that stimuli with positive valence facilitate behavior for either approaching the stimulus (object as reference point) or for bringing the stimulus closer (self as reference point) and that stimuli with negative valence facilitate behavior for withdrawing from the stimulus or for pushing the stimulus away. In Study 1, we found that motions to and from a computer screen where positive and negative words were presented lead to compatibility effects indicative of an object-related frame of reference. In Study 2, we replicated this finding using social stimuli with different evaluative associations (young vs. old persons). Finally, we present evidence that self vs. object reference points can be induced through instruction and thus lead to opposite compatibility effects even when participants make the same objective motion (Study 3).     

Higher order influences on evaluative priming: Processing styles moderate congruity effects

A growing body of research challenges the automaticity of evaluative priming (EP). The present research adds to this literature by suggesting that EP is sensitive to processing styles. We relied on previous research showing that EP is determined by the extent to which the prime and the target events on a given trial are processed as a unified compound. Here, we further hypothesised that processing styles encouraging the inclusion of the prime to the target episode support congruity effects, whereas processing styles that enhance the exclusion of the prime from the target episode interrupt (or reverse) these effects. In Experiment 1, a preceding similarity search task produced a congruity effect, whereas a dissimilarity search task eliminated and (non-significantly) reversed this effect. In Experiments 2 and 3, we replicated and extended these findings using a global/local processing manipulation. Overall, these findings confirm that EP is flexible, open to top-down influences and strategic regulation.     

At the boundaries of automaticity: negation as reflective operation

The present research investigated whether automatic social-cognitive skills are based on the same representations and processes as their controlled counterparts. Using the cognitive task of negating valence, the authors demonstrate that enhanced practice in negating the valence of a stimulus can lead to changes in the underlying associative representation. However, procedural, rule-based components of negations were generally unaffected by practice (Experiments 1-3). Moreover, negations of evaluative stimuli did not influence automatic evaluative responses to these stimuli, unless the negation was included in the associative representation of a stimulus (Experiments 4-6). These results suggest that some practice-related skill improvements are limited to conditions in which a general procedure can be substituted by the retrieval of results of previous applications from associative memory. Implications for research on automaticity and social cognition are discussed.     

Evaluative priming from subliminal emotional words: Insights from event-related potentials and individual differences related to anxiety

The present ERP study investigated effects of subliminal emotional words on preference judgments about subsequent visual target stimuli (paintings, portraits). Each target was preceded by a masked 17-ms emotional adjective. Four classes of prime words were distinguished according to the combinations of positive/negative valence and high/low arousal. Targets were liked significantly more after positive-arousing primes (e.g., happy), relative to negative-arousing (brutal), positive-nonarousing (mild), and negative-nonarousing primes (lazy). In the target ERP, amplitude of right-hemisphere positive slow wave was increased after positive-arousing compared to negative-arousing primes. Evaluative priming effects on judgments and ERPs were more pronounced in high state-anxious participants. The results suggest that (1) there is indeed affective/semantic processing of unconscious words, (2) evaluative priming operates relatively late during target processing, (3) to be effective, prime words need to score high on the arousal dimension, and (4) individual differences in state anxiety modulate the susceptibility to subliminal evaluative priming.     

Boundary conditions for the influence of unfamiliar non-target primes in unconscious evaluative priming: The moderating role of attentional task sets

Evaluative priming by masked emotional stimuli that are not consciously perceived has been taken as evidence that affective stimulus evaluation can also occur unconsciously. However, as masked priming effects were small and frequently observed only for familiar primes that there also presented as visible targets in an evaluative decision task, priming was thought to reflect primarily response activation based on acquired S–R associations and not evaluative semantic stimulus analysis. The present study therefore assessed across three experiments boundary conditions for the emergence of masked evaluative priming effects with unfamiliar primes in an evaluative decision task and investigated the role of the frequency of target repetition on priming with pictorial and verbal stimuli. While familiar primes elicited robust priming effects in all conditions, priming effects by unfamiliar primes were reliably obtained for low repetition (pictures) or unrepeated targets (words), but not for targets repeated at a high frequency. This suggests that unfamiliar masked stimuli only elicit evaluative priming effects when the task set associated with the visible target involves evaluative semantic analysis and is not based on S–R triggered responding as for high repetition targets. The present results therefore converge with the growing body of evidence demonstrating attentional control influences on unconscious processing.     

Priming effects in perceptual classification

Priming stimuli that spatially flank a fixated target stimulus may cause either facilitation or interference with target classification, depending on experimental context. Two experiments demonstrated distinct effects of response compatibility and semantic congruity between flankers and target. Response competition occurred when targets were flanked by context stimuli associated with the opposite response, but this effect diminished when the target was delayed relative to the flankers. Facilitative priming by response-compatible flankers, in contrast, required prior exposure of the flankers, and was strongly influenced by the semantic congruity of flankers and targets. These differing time courses suggest that perceptual priming encompasses a variety of distinct underlying cognitive and motor events.     

Recent books

Recent studies have shown that the basic evaluative conditioning (EC) effect (originally neutral stimuli acquiring an affective value congruent with the valence of the affective stimulus they were paired with) seems to be limited to participants who are unaware of the stimulus pairings. If participants are aware of the pairings, reactance effects occur (i.e., changes in the opposite direction of the valence of the affective stimulus). To examine whether these reactance effects are due to processes of conscious countercontrol or whether the ratings reflect intrinsic feelings towards the stimuli, a new procedure was developed that included a bogus‐pipeline condition. In this procedure, which was adapted from attitude research, participants were connected to bogus lie detector equipment leading them to believe that their “true” affective‐evaluative responses were being observed. In Experiment 1, reactance effects occurred also in this procedure, suggesting that the effect is spontaneous and not due to processes of conscious countercontrol. In Experiment 2, these effects were replicated using a between‐subjects design in addition to the standard within‐subjects control condition.