No evidence for subliminal affective priming with emotional facial expression primes

The present study investigated whether facial expressions of emotion presented outside consciousness awareness will elicit evaluative responses as assessed in affective priming. Participants were asked to evaluate pleasant and unpleasant target words that were preceded by masked or unmasked schematic (Experiment 1) or photographic faces (Experiments 1 and 2) with happy or angry expressions. They were either required to perform the target evaluation only or to perform the target evaluation and to name the emotion expressed by the face prime. Prime-target interval was 300 ms in Experiment 1 and 80 ms in Experiment 2. Naming performance confirmed the effectiveness of the masking procedure. Affective priming was evident after unmasked primes in tasks that required naming of the facial expressions for schematic and photographic faces and after unmasked primes in tasks that did not require naming for photographic faces. No affective priming was found after masked primes. The present study failed to provide evidence for affective priming with masked face primes, however, it indicates that voluntary attention to the primes enhances affective priming.     

When sex is more than just sex: attachment orientations, sexual experience, and relationship quality

The authors explored the contribution of individual differences in attachment orientations to the experience of sexual intercourse and its association with relationship quality. In Study 1, 500 participants completed self-report scales of attachment orientations and sexual experience. The findings indicated that whereas attachment anxiety was associated with an ambivalent construal of sexual experience, attachment avoidance was associated with more aversive sexual feelings and cognitions. In Study 2, 41 couples reported on their attachment orientations and provided daily diary measures of sexual experiences and relationship interactions for a period of 42 days. Results showed that attachment anxiety amplified the effects of positive and negative sexual experiences on relationship interactions. In contrast, attachment avoidance inhibited the positive relational effect of having sex and the detrimental relational effects of negative sexual interactions. The authors discuss the possibility that attachment orientations are associated with different sex-related strategies and goals within romantic relationships.     

Being flexible or rigid in goal-directed behavior: When positive affect implicitly motivates the pursuit of goals or means

Building on previous research on the role of positive affect as implicit motivator we investigated both flexibility and rigidity in goal-directed behavior. Given that goal-directed behavior can be represented in terms of goals or means, we suggest that goal-directed behavior is more flexible in switching means when positive affect implicitly motivates a person to reach the goal, but is more rigid in switching means when positive affect implicitly motivates a person to perform a specific means. Three experiments corroborated this idea: the speed of switching from a learned goal-directed means to a new means was facilitated when positive affect was attached to the representation of the goal, whereas this switching was slowed down when positive affect was attached to the representation of the learned means. Together, these findings provide new insights into the occurrence of flexibility and rigidity in implicitly motivated goal-directed behavior.     

When gift-giving produces dissonance: Effects of subliminal affiliation priming on choices for one's self versus close others

Past research on cognitive dissonance indicated that people from independent (e.g. European-American) and interdependent (e.g. East-Asian) cultural backgrounds show different patterns of choice justification: whereas choice made for oneself affirms the independent view of the self, choice made for close others affirms the interdependent view of the self. We hypothesized that interpersonal choice considerations may be temporally accessible even among habitually independent European-Americans. The present research provides the first experimental evidence that choice justification varies as a function of both subliminal affiliation priming and the target of choice (self vs. close others). Results from three studies indicate that subliminal priming of affiliation increases justification of a choice European-Americans made for a close other, while decreasing justification of a choice made for the self. Implications for theories related to cognitive dissonance, subliminal processing and cultural meaning systems are discussed.     

When pooping babies become more appealing: the effects of nonconscious goal pursuit on experienced emotions

In this report, we argue that the intensity of the emotions people experience is partly determined by the goals they nonconsciously pursue, and that this effect is functional in nature: Emotions are modulated in ways that may increase the probability of goal achievement. To test this hypothesis, we primed female participants with a motherhood goal and then measured their level of disgust in response to mildly disgusting pictures. Priming led to a reduction of disgust in response to goal-relevant stimuli (e.g., pictures of babies with runny noses) but not goal-irrelevant stimuli. This effect was moderated by the women's probability of conception, a proxy of their ability to pursue the motherhood goal.     

Beyond priming effects: The role of positive affect and discrepancies in implicit processes of motivation and goal pursuit

Recent research demonstrates that goal pursuit can be instigated without conscious interventions when the mental accessibility of goal representations is enhanced by environmental cues. However, the mechanisms producing this non-conscious, motivational, goal-directed activity are not clearly addressed in the literature. In this chapter we present a framework within which the non-conscious activation of goal-directed behaviour can be understood. The framework departs from the idea that a goal is represented as a desired state and identifies three characteristics of this representation that render non-conscious goal pursuit more likely to occur: its mental accessibility, the discrepancy of the represented state with the actual state, and its association with positive affect. We present findings, largely established in our own labs, that demonstrate the crucial role of these three factors. We will close the chapter by showing how the framework can help to address some of the pressing issues in the research on non-conscious goal pursuit.     

The tenacious goal pursuit and flexible goal adjustment scales: a validation study

The flexible goal adjustment (FLEX) and tenacious goal pursuit (TEN) scales are used regularly in aging research. The current study examined their validity in a sample of 517 women (30-75 years) in multiple ways. Overall, the findings show that the scales do not clearly distinguish between FLEX and TEN. The direction in which the items were formulated was just as important as what was being measured. Moreover, face validity of the inversely phrased items in particular appeared to be weak. On the basis of these findings, the authors recommend a revision of the concept definitions as well as of the items.     

Nonconscious goal pursuit: Acting in an explanatory vacuum

Nonconsciously activated goals and consciously set goals produce the same outcomes by engaging similar psychological processes (Bargh, 1990; Gollwitzer & Bargh, 2005). However, nonconscious and conscious goal pursuit may have different effects on subsequent affect if goal pursuit affords an explanation, as nonconscious goal pursuit occurs in an explanatory vacuum (i.e. cannot be readily attributed to the respective goal intention). We compared self-reported affect after nonconscious versus conscious goal pursuit that either violated or conformed to a prevailing social norm. When goal-directed behavior did not require an explanation (was norm-conforming), affective experiences did not differ after nonconscious and conscious goal pursuit. However, when goal-directed behavior required an explanation (was norm-violating), nonconscious goal pursuit induced more negative affect than conscious goal pursuit.     

Cross-structural priming: prepositional phrase attachment primes relative clause attachment

In this paper we show that attachment height (high vs. low attachment) of a modifier to a complex noun phrase (CNP; e.g., "the servant of the actress"), can be primed between dissimilar syntactic structures. In a sentence completion experiment, we found that the attachment height of a prepositional phrase (PP) in the prime sentence primed the attachment height of a relative clause (RC) in the target sentence. This cross-structural priming effect cannot be explained in terms of the priming of specific phrase-structure rules or even sequences of specific phrase-structure rules (Scheepers, 2003), because the attachment of a PP to a CNP is generated by a different phrase-structure rule than the attachment of an RC. However, the present data suggest that the location at which the RC is attached to the CNP is mentally represented, independent of the specific phrase-structure rule that is attached, or by extension, that the abstract hierarchical configuration of the full CNP and the attached RC is represented (Desmet & Declercq, 2006). This is the first demonstration of a cross-structural priming effect that cannot be captured by phrase-structure rules.     

Seven principles of goal activation: a systematic approach to distinguishing goal priming from priming of non-goal constructs.

Countless studies have recently purported to demonstrate effects of goal priming; however, it is difficult to muster unambiguous support for the claims of these studies because of the lack of clear criteria for determining whether goals, as opposed to alternative varieties of mental representations, have indeed been activated. Therefore, the authors offer theoretical guidelines that may help distinguish between semantic, procedural, and goal priming. Seven principles that are hallmarks of self-regulatory processes are proposed: Goal-priming effects (a) involve value, (b) involve postattainment decrements in motivation, (c) involve gradients as a function of distance to the goal, (d) are proportional to the product of expectancy and value, (e) involve inhibition of conflicting goals, (f) involve self-control, and (g) are moderated by equifinality and multifinality. How these principles might help distinguish between automatic activation of goals and priming effects that do not involve goals is discussed.     

When pursuing bad goals for good reasons makes it even worse: a social value approach to performance-avoidance goal pursuit

Consistently in achievement goal research, pursuing performance-avoidance goals has been associated with a decrease in achievement. Less is known to what extent this effect depends on the reasons underlying these goals’ endorsement. The present research uses a social value approach to assess how do performance-avoidance goals’ effects on achievement depend on the reasons anchored in social utility (goal endorsed in order to succeed) and in social desirability (goal endorsed in order to please one’s teachers). Based on five correlational samples meta-analyzed in Study 1, results showed that perceiving performance-avoidance goals as socially useful increased the negative effect of these goals on achievement. This moderating effect was replicated experimentally in Study 2. These findings support the relevance of studying achievement goal complexes and illustrate that performance-avoidance goals may lead to deleterious consequences even when endorsed for seemingly good reasons.

     

Relation of sex and gender role to love,sexual attitudes,and self-esteem

One theory of love (J. A. Lee, The Colors of Love: An Exploration of the Ways of Loving, Don Mills, Ontario: New Press, 1973) assumes at least six different attitudinal orientations toward love. Based on Lee's approach, recent research (e.g., C. Hendrick & S. Hendrick, “A Theory and Method of Love,” Journal of Personality and Social Psychology, 1986, 50, pp. 392–402) has found consistent sex differences in love attitudes. Other research has found comparable sex differences in sexual permissiveness and other sexual attitudes. The present study explored the possibility that gender role orientation might be related to differences in love and sexual attitudes. A sample of 286 college students completed the Bem Sex Role Inventory (BSRI), Love Attitudes Scale, Sexual Attitudes Scale, and the Rosenberg Self-Esteem Scale. Correlational analyses revealed many significant associations among love and sexual attitudes, self-esteem, and masculinity and femininity. Subjects were also classified according to gender role as androgynous, masculine, feminine, or undifferentiated, according to BSRI scores. Analyses of variance showed effects for both sex of subjects and gender role orientation on several of the dependent measures. The pattern of the results suggested that sex-stereotyped couples may have difficulties in romantic relationships because of the discrepancies in their love and sexual attitudes. An argument was made in support of the recent trend toward a multidimensional concept of gender role orientation.     

Stuck in the middle: the psychophysics of goal pursuit

The classic goal-gradient hypothesis posits that motivation to reach a goal increases monotonically with proximity to the desired end state. However, we argue that this is not always the case. In this article, we show that motivation to engage in goal-consistent behavior can be higher when people are either far from or close to the end state and lower when they are about halfway to the end state. We propose a psychophysical explanation for this tendency to get "stuck in the middle." Building on the assumption that motivation is influenced by the perceived marginal value of progress toward the goal, we show that the shape of the goal gradient varies depending on whether an individual monitors progress in terms of distance from the initial state or from the desired end state. Our psychophysical model of goal pursuit predicts a previously undiscovered nonmonotonic gradient, as well as two monotonic gradients.     

Detecting chance: A solution to the null sensitivity problem in subliminal priming

In many paradigms, the persuasiveness of subliminal priming relies on establishing that stimuli are undetectable. The standard significance test approach is ill-suited as null results may reflect either truly undetectable stimuli or a lack of power to resolve weakly detectable stimuli. We present a novel statistical model as an alternative. The model provides for estimates of the probability that each individual is truly at chance. Researchers may select individuals for whom there are sufficiently high probabilities of true undetectability. The model is hierarchical, and estimation is done within the Bayesian framework.     

Selective attention and priming: Inhibitory and facilitatory effects of ignored primes

The priming effects of ignored information have been studied in Stroop displays (Neill, 1977) and with spatially superimposed drawings (Tipper, in this issue); naming of probes related to ignored primes is delayed in these experiments (“negative priming”). This negative priming effect is confirmed in a list reading task in Experiment 1, which used partially superimposed letters, and Experiment 2, which used spatially separated letters. Furthermore, Lowe (1979) using Stroop colour words observed that changing the nature of the probe such that it did not require selection from a competing word reversed the priming effects of the ignored word from inhibition to facilitation. Experiment 3 confirmed this observation when subjects selected a red letter from a green letter. Two models are suggested to account for this result. In the first, negative priming is a product of the ignored prime and subsequent probe being encoded both as a stimulus to be ignored and one to be named (Allport, Tipper and Chmiel, in press; Lowe, in press). This dual encoding is ambiguous, requiring further processing before response can be output. The other model suggests that negative priming reflects inhibition of response to ignored information, slowing naming latencies to probe stimuli that require the same response. Experiment 4 attempts to differentiate between the models, and the latter inhibition view is preferred.     

Implicit coordination: Sharing goals with similar others intensifies goal pursuit

The current research explored whether sharing intentionality leads to implicit coordination, a situation in which isolated individuals independently adopt a similar standard of behavior. We propose that knowing that a given goal is experienced in common with other in-group members or similar others intensifies goal pursuit. Two experiments examined whether simply being aware that one's own individual goal was also being separately pursued by similar others results in more goal-congruent behavior. When a promotion goal was shared with similar others, participants produced greater promotion behaviors than when the same goal was shared with different others. Similarly, sharing a prevention goal with similar others led to greater prevention behavior than conditions where a) similar others had a different goal and b) different others shared the same goal. Overall, shared goals served as an intensifier of individual goal pursuit. We discuss shared goals as a foundation for the emergence of social synchrony in groups.     

Priming against your will: How accessible alternatives affect goal pursuit

Four studies examined how diverse aspects of goal pursuit are influenced by the accessibility of alternative goals. It was consistently found that such an accessibility often affects the resources allocated to a focal goal, influencing commitment, progress, and the development of effective means, as well as one's emotional reponses to positive and negative feedback about one's striving efforts. Moreover, the direction of these influences was found to depend on how the alternative goals relate to the focal pursuit. Alternatives unrelated to the focal goal pull resources away from it, whereas alternatives facilitatively related to a focal goal draw resources toward it.     

Affect in the aftermath: how goal pursuit influences implicit evaluations

Previous research has shown that the activation of a goal leads to more implicit positivity toward goal-relevant stimuli. We examined how the actual pursuit of a goal influences subsequent implicit positivity toward such stimuli. Participants were consciously or non-consciously primed with a goal, or not, and then completed a goal-relevant task on which they succeeded or failed. We then measured their goal-relevant implicit attitudes. Those who were primed with the goal (consciously or non-consciously) and experienced success exhibited more implicit positivity toward the goal, compared with the no-goal condition. Experiencing failure in the goal priming conditions reduced implicit positivity toward the goal, indicating disengagement from the goal. We discuss the theoretical implications for understanding the role of implicit attitudes in self-regulation.     

Beyond Vicary’s fantasies: The impact of subliminal priming and brand choice

With his claim to have increased sales of Coca Cola and popcorn in a movie theatre through subliminal messages flashed on the screen, James Vicary raised the possibility of subliminal advertising. Nobody has ever replicated Vicary’s findings and his study was a hoax. This article reports two experiments, which assessed whether subliminal priming of a brand name of a drink can affect people’s choices for the primed brand, and whether this effect is moderated by individuals’ feelings of thirst. Both studies demonstrated that subliminal priming of a brand name of drink (i.e., Lipton Ice) positively affected participants’ choice for, and their intention to, drink the primed brand, but only for participants who were thirsty. Theoretical and practical implications of these findings are discussed.