Tracking hand movements captures the response dynamics of the evaluative priming effect

We tested the response dynamics of the evaluative priming effect (i.e. facilitation of target responses following evaluatively congruent compared with evaluatively incongruent primes) using a mouse tracking procedure that records hand movements during the execution of categorisation tasks. In Experiment 1, when participants performed the evaluative categorisation task but not the non-evaluative semantic categorisation task, their mouse trajectories for evaluatively incongruent trials curved more toward the opposite response than those for evaluatively congruent trials, indicating the emergence of evaluative priming effects based on response competition. In Experiment 2, implementing a task-switching procedure in which evaluative and non-evaluative categorisation tasks were intermixed, we obtained reliable evaluative priming effects in the non-evaluative semantic categorisation task as well as in the evaluative categorisation task when participants assigned attention to the evaluative stimulus dimension. Analyses of hand movements revealed that the evaluative priming effects in the evaluative categorisation task were reflected in the mouse trajectories, while evaluative priming effects in the non-evaluative categorisation tasks were reflected in initiation times (i.e. the time elapsed between target onset and first mouse movement). Based on these findings, we discuss the methodological benefits of the mouse tracking procedure and the underlying processes of evaluative priming effects.     

Evaluative priming in a semantic flanker task: ERP evidence for a mutual facilitation explanation

In semantic flanker tasks, target categorization response times are affected by the semantic compatibility of the flanker and target. With positive and negative category exemplars, we investigated the influence of evaluative congruency (whether flanker and target share evaluative valence) on the flanker effect, using behavioral and electrophysiological measures. We hypothesized a moderation of the flanker effect by evaluative congruency on the basis of the assumption that evaluatively congruent concepts mutually facilitate each other’s activation (see Schmitz & Wentura in Journal of Experimental Psychology: Learning, Memory, and Cognition 38:984–1000, 2012). Applying an onset delay of 50 ms for the flanker, we aimed to decrease the facilitative effect of an evaluatively congruent flanker on target encoding and, at the same time, increase the facilitative effect of an evaluatively congruent target on flanker encoding. As a consequence of increased flanker activation in the case of evaluative congruency, we expected a semantically incompatible flanker to interfere with the target categorization to a larger extent (as compared with an evaluatively incongruent pairing). Confirming our hypotheses, the flanker effect significantly depended on evaluative congruency, in both mean response times and N2 mean amplitudes. Thus, the present study provided behavioral and electrophysiological evidence for the mutual facilitation of evaluatively congruent concepts. Implications for the representation of evaluative connotations of semantic concepts are discussed.     

Electrophysiological responses to evaluative priming: the LPP is sensitive to incongruity

Previous studies examining event-related potentials and evaluative priming have been mixed; some find evidence that evaluative priming influences the N400, whereas others find evidence that it affects the late positive potential (LPP). Three experiments were conducted using either affective pictures (Experiments 1 and 2) or words (Experiment 3) in a sequential evaluative priming paradigm. In line with previous behavioral findings, participants responded slower to targets that were evaluatively incongruent with the preceding prime (e.g., negative preceded by positive) compared to evaluatively congruent targets (e.g., negative preceded by negative). In all three studies, the LPP was larger to evaluatively incongruent targets compared to evaluatively congruent ones, and there was no evidence that evaluative incongruity influenced the N400 component. Thus, the present results provide additional support for the notion that evaluative priming influences the LPP and not the N400. We discuss possible reasons for the inconsistent findings in prior research and the theoretical implications of the findings for both evaluative and semantic priming.     

Does sunshine prime loyal? Affective priming in the naming task

Recent work has found an affective priming effect using the naming task: In pronouncing target words, pronunciation latencies were consistently shorter when the target (e.g., loyal) was preceded by an evaluatively congruent (e.g., sunshine) rather than incongruent prime word (e.g, rain). Using the naming task, no affective priming was found in the present studies irrespective of prime-set size and target-set size (Experiment 1), irrespective of stimulus-onset asynchrony (Experiment 2), and even when a nearly exact replication of previous work that demonstrated the effect was conducted (Experiment 3). Finally, bilingual German/English speakers exhibited strong associative priming, but no affective priming, in both the English as well as the German language (Experiment 4). The results show that priming for evaluatively related words is not a general finding.     

Identity primes produce facilitation in a colour naming task

Five experiments examined associative or identity priming effects in a colour-naming task with colour-neutral words. In Experiment 1, subjects instructed to read the prime silently showed no associative priming effect but a colour-naming facilitation with identity priming. In Experiment 2, the typical associative priming interference in colour naming was demonstrated in subjects recalling the prime word, but not in subjects reading the prime silently, whereas associative primes facilitated word naming regardless of the prime response requirement. The remaining studies investigated the colour-naming facilitation observed with identity primes. Experiment 3 showed no effects on the facilitation of colour naming from varying the letter case of a silently read prime. Experiment 4 showed facilitation when subjects recalled the prime, and a target frequency effect, with faster colour-naming latencies for high- and medium- than low-frequency targets. In Experiment 5, there was no facilitation for naming the colour of target words paired with non-word primes differing in their initial letter from the target. Taken together, the results suggest that the facilitation of colour naming following identical primes reflects faster target word recognition, whereas the associative priming interference reflects an attentional effect.     

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.     

On the nature of the affective priming effect: Effects of stimulus onset asynchrony and congruency proportion in naming and evaluative categorization

In line with the hypothesis that affective priming of evaluative categorization responses is based on processes that operate at a response selection stage, it has been observed that increasing the proportion of congruent trials brings about increased affective priming effects at short stimulus onset asynchronies (SOAs) in the evaluative categorization task. In the present study, we orthogonally manipulated the congruency proportion (.25, .50, and .75) and the SOA (0, 200, and 1,000 msec) in the evaluative categorization task and a naming task. Results showed that at both short and long SOAs, the affective priming effect in the evaluative categorization task was influenced by the congruency proportion. In contrast, affective priming effects in the naming task were unaffected by the congruency proportion at short SOAs. This pattern of results provides corroborating evidence for the hypotheses (1) that different processes underlie the affective priming effect in the evaluative categorization task and the naming task and (2) that valenced stimuli can automatically preactivate the memory representations of other, affectively related stimuli.     

Semantic priming,prime reportability,and retroactive priming are interdependent

In two experiments, semantic analysis of prime words was measured in terms of facilitation in naming a semantically related target word. Targets were degraded but gradually clarified until the subject named them. Subjects reported the prime after naming the target. Experiment 1 used semantic associates as primes at a 50-msec prime-target stimulus onset asynchrony (SOA). Experiment 2 used both semantic-associate and identity primes at a 1,000-msec prime-target SOA. Reported primes showed facilitation in both experiments, whereas unreported primes did not. It appears that primes that undergo enough analysis to facilitate target processing are also available for conscious report. However, retroactive priming in both experiments showed that target processing also had an impact on prime reportability. The interdependence of priming and prime reportability disallows a straightforward interpretation of the origin of the facilitation.     

The go/no-go priming task: automatic evaluation and categorisation beyond response interference

The response-window version of a go/no-go (GNG) response priming task is introduced using both evaluative (Experiment 1) and animacy decision (Experiment 2). In each trial a cue indicates which target category should lead to a key-press. The target is preceded by either a congruent or incongruent prime. The standard priming task was added as well. Both tasks yielded robust priming effects. However, they differed regarding a signature of response activation paradigms, that is, the Gratton effect (i.e. smaller priming effects following incongruent trials compared to congruent trials), which is present in the standard task but absent in the GNG task. This indicates that effects found with the GNG task are caused by different processes compared to the standard task. Experiment 3 tested an alternative account to explain priming effects in the GNG task. By manipulating response biases, Experiment 3 provides evidence for this account.     

When fair is foul and foul is fair: reverse priming in automatic evaluation.

Responses to information were facilitated by the rapid prior presentation of evaluatively congruent material. This fundamental discovery (R. H. Fazio, D. M. Sanbonmatsu, M. C. Powell, & F. R. Kardes, 1986) marked a breakthrough in research on automatic information processing by demonstrating that evaluative meaning is grasped without conscious control. Experiments employing a word naming task provided stringent tests of the automaticity of evaluation and found support for it. More strikingly, a previously unobserved reversal of these effects (i.e., slower responses to evaluatively matched rather than mismatched items) was found when primes were evaluatively extreme. Procedural variances across 6 experiments revealed that the reverse priming effect was highly robust. This discovery is analogous to demonstrations of contrast effects in controlled judgments. It is theorized that the reverse priming effect reflects an automatic correction for the biasing influence of the prime.     

Categorizing chairs and naming pears: Category differences in object processing as a function of task and priming

Four experiments are reported examining the locus of structural similarity effects in picture recognition and naming with normal subjects. Subjects carried out superordinate categorization and naming tasks with picture and word forms of clothing, furniture, fruit, and vegetable exemplars. The main findings were as follows: (1) Responses to pictures of fruit and vegetables (\ldstructurally similar\rd objects) were slowed relative to pictures of clothing and furniture (\ldstructurally dissimilar\rd objects). This structural similarity difference was greater for picture naming than for superordinate categorization of pictures. (2) Structural similarity effects in picture naming were reduced by repetition priming. Repetition priming effects were equivalent from picture and word naming as prime tasks. (3) However, superordinate categorization of the prime did not produce the structural similarity effects on priming found for picture naming. Furthermore, such priming effects did not arise for picture or word categorization or for reading picture names as target tasks. It is proposed that structural similarity effects on priming object processing are located in processes mapping semantic representations of pictures to name representations required to select names for objects. Visually based competition between fruit and vegetables produces competition in name selection, which is reduced by priming the mappings between semantic and name representations.     

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.     

Spontaneous trait inferences as self-generated primes: implications for conscious social judgment.

The priming literature has documented the influence of trait terms held outside of conscious awareness on later judgment relevant to the primed trait dimension. The present research demonstrated that spontaneous trait inferences can serve as self-generated primes. In Experiment 1, Ss instructed to memorize trait-implying sentences (thus spontaneously inferring traits outside of consciousness) showed assimilation effects in judgment. Ss instructed to form inferences from these sentences (thus consciously inferring traits) showed contrast effects. Experiment 2 demonstrated that these findings were due to semantic activation rather than to a general evaluative response. When evaluatively inconsistent trait constructs were primed, similar patterns of assimilation and contrast were found. Implications for the ubiquitous occurrence of priming through the process of social categorization are discussed.     

Parts outweigh the whole (word) in unconscious analysis of meaning

In unconscious semantic priming, an unidentifiable visually masked word (the prime) facilitates semantic classification of a following visible related word (the target). Three experiments reported here provide evidence that masked primes are analyzed mainly at the level of word parts, not whole-word meaning. In Experiment 1, masked nonword primes composed of subword fragments of earlier-viewed targets functioned as effective evaluative primes. (For example, after repeated classification of the targets angel and warm , the nonword anrm acted as an evaluatively positive masked prime.) Experiment 2 showed that this part-word processing was potent enough to oppose analysis at the whole-word level. Thus, smile functioned as an evaluatively negative (!) masked prime after repeated classification of smut and bile . Experiment 3 found no priming when masked word primes contained no parts of earlier targets. These results suggest that robust unconscious priming (a) is driven by analysis of part-word information and (b) requires previous classification of visible targets that contain the fragments later serving as primes. Contrary to a widely held view, analysis of subliminal primes appears not to function at the level of analysis of complete words.     

The activation of semantic memory: Effects of prime exposure,prime-target relationship,and task demands

Priming facilitation was examined under conditions of brief incremental prime exposures (28, 43, 71, and 199 msec) under masked conditions for two types of lexical relationships (associative-semantic pairs, such as "wolf-fox," and semantic-feature pairs, such as "whale-dolphin") and in two tasks (primed lexical decision and semantic categorization). The results of eight experiments revealed, first, that priming elicits faster response times for semantic-feature pairs. The associative-semantic pairs produced priming only at the longer prime exposures. Second, priming was observed earlier for semantic categorization than for the lexical decision task, in which priming was observed only at the longer stimulus onset asynchronies. Finally, our results allowed us to discredit the congruency hypothesis, according to which priming is due to a common categorical response for the prime and target words. The implications of these results for current theories of semantic priming are discussed.     

Unconscious processing of dichoptically masked words

In three experiments, the subjects' task was to decide whether each of a series of words connoted something good (e.g., fame, comedy, rescue) or bad (stress, detest, malaria). One-half second before the presentation of each such target word, an evaluatively polarized priming word was presented briefly to the nondominant eye and was masked dichoptically by either the rapidly following (Experiment 1) or simultaneous (Experiments 2 and 3) presentation of a random letter-fragment pattern to the dominant eye. (The effectiveness of the masking procedure was demonstrated by the subjects' inability to discriminate the left vs. right position of a test series of words.) In all experiments, significant masked priming effects were obtained; evaluative decisions to congruent masked prime-target combinations (such as a positive masked prime followed by a positive target) were significantly faster than those to incongruent (e.g., negative prime/positive target) or noncongruent (e.g., neutral prime/positive target) combinations. Also, in two of the three experiments, when subjects were at chance accuracy in discriminating word position, their position judgments were nevertheless significantly influenced by the irrelevant semantic content (LEFT vs. RIGHT) of the masked position-varying words. The series of experiments demonstrated that two very different tasks--speeded judgment of evaluative meaning and nonspeeded judgment of word position--yielded statistically significant and replicable influences of the semantic content of apparently undetectable words. Coupled with previous research by others using the lexical decision task, these findings converge in establishing the reliability of the empirical phenomenon of semantic processing of words that are rendered undetectable by dichoptic pattern masking.     

Phonological and semantic priming: Evidence for task-independent effects

The questions asked in the present experiments concern the generality of semantic and phonological priming effects: Do these effects arise automatically regardless of target task, or are these effects restricted to target tasks that specifically require the retrieval of the primed information? In Experiment 1, subjects produced faster color matching times on targets preceded by a masked rhyming prime than on targets preceded by an orthographic control or an unrelated prime. This result suggests that automatic priming effects on the basis of phonological similarity can be obtained even when the target task does not make use of phonological information. This claim was reinforced in Experiment 2 in which a rhyme priming effect and a semantic priming effect were found in a semantic categorization task. In Experiment 3, the target task was phonological (rhyme detection), and, again, both phonological and semantic priming effects were observed. Finally, in Experiments 4 and 5, in a replication and an extension of Experiment 1, phonological and semantic priming effects were found in a color matching task, a task involving neither phonological nor semantic processing. These results are most straightforwardly interpreted by assuming that both semantic and phonological priming effects are, at least in part, due to automatic activation of memorial representations.     

Task difficulty and response complexity modulate affective priming by emotional facial expressions

In this study we used an affective priming task to address the issue of whether the processing of emotional facial expressions occurs automatically independent of attention or attentional resources. Participants had to attend to the emotion expression of the prime face, or to a nonemotional feature of the prime face, the glasses. When participants attended to glasses (emotion unattended), they had to report whether the face wore glasses or not (the glasses easy condition) or whether the glasses were rounded or squared (the shape difficult condition). Affective priming, measured on valence decisions on target words, was mainly defined as interference from incongruent rather than facilitation from congruent trials. Significant priming effects were observed just in the emotion and glasses tasks but not in the shape task. When the key–response mapping increased in complexity, taxing working memory load, affective priming effects were reduced equally for the three types of tasks. Thus, attentional load and working memory load affected additively to the observed reduction in affective priming. These results cast some doubts on the automaticity of processing emotional facial expressions.     

Right-hemisphere interactions in picture-word processing

The processing of pictures was investigated in three experiments which eliminated the response effects involved in naming. When a categorization task was used, clear advantages in response latency and accuracy were observed for left visual-field (LVF) presentations. This was in contrast to previous investigations which have used a naming task and which have reported right visual-field (RVF) advantages. When a distracting word was added to the display, the pattern of influence also changed from that reported previously. The use of naming tasks has indicated predominantly left-hemisphere effects, with demonstrations of interactions between pictures and words in the RVF. With a categorization task in Experiment 2, however, the only effective words were those related in meaning to the picture, and only when they were projected to the right hemisphere. The third experiment confirmed the LVF advantage for picture processing with masked displays, but found no reliable asymmetry with unmasked presentations. The pattern of semantic facilitation was also confirmed with the masked displays, but when the mask was removed an inhibition effect replaced the facilitation effect. These effects are interpreted as indicating that picture recognition is localized within the right cerebral hemisphere. It is suggested that the facilitating effect of related words is restricted to the left hemisphere because it is an effect upon recognition processes, whereas the inhibition effect reflects response competition. It is also suggested that previous reports of left-hemisphere interference effects are due to effects of response competition in naming tasks.