The impact of open and closed mindsets on evaluative priming

In the present research, we argue that open versus closed mindsets, accompanying ongoing versus completed mental jobs on the prime, determine the size of congruity effects in the evaluative priming paradigm. More specifically, we hypothesised that disfluent primes that resist an easily completed encoding process should induce an open mindset and thereby result in stronger congruity effects than fluent primes that induce closed mindsets. Across two experiments, we applied two different manipulations of prime fluency: gradual demasking (Experiment 1) and colour contrast (Experiment 2). As expected, in both experiments we found robust congruity effects, but only on trials with disfluent (vs. fluent) primes. Results of a follow-up experiment suggest that these effects are not due to attentional processes. We conclude that the mindsets resulting from individuals' activities during encoding are crucial in determining the outcome of evaluative priming effects.     

Cross-modal evaluative priming: emotional sounds influence the processing of emotion words

Cross-modal priming occurs when a prime presented in one sensory modality influences responses to a target in a different sensory modality. Currently, demonstrations of cross-modal evaluative priming have been sparse and limited. In the present study, we seek to partially rectify this state of affairs by examining cross-modal evaluative priming from auditory primes to visual targets. Significant cross-modal priming effects were found, but only for negative primes. Results are discussed in terms of the negativity bias, and several suggestions are provided for using cross-modal evaluative priming to address theoretically important questions about emotion and cognition.     

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.     

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.     

The more you ignore me the closer I get: An ERP study of evaluative priming

We used event-related brain potentials (ERPs) to investigate the various mental processes contributing to evaluative priming—that is, more positive judgments for targets preceded by affectively positive, as opposed to negative, prime stimuli. To ensure ecological validity, we employed a priori meaningful landscape pictures as targets and emotional adjectives as visual primes and presented both primes and targets for relatively long durations (>1 s). Prime-related lateralized readiness potentials (LRPs) revealed response priming as one source of the significant evaluative priming effect. On the other hand, greater right-frontal positive slow wave in the ERP for pictures following negative, as compared with positive, primes indicated altered impression formation, thus supporting automatic spreading activation and/or affect misattribution accounts. Moreover, target LRPs suggested conscious counter-control to reduce the evaluative priming net effect. Finally, when comparing prime ERPs for two groups of participants showing strong versus weak evaluative priming, we found strong evidence for the role of depth of prime processing: In the weak-effect group, prime words evoked an increased visual P1/N1 complex, a larger posterior P2 component, and a greater left-parietal processing negativity presumably reflecting semantic processing. By contrast, a larger medial-frontal P2/N2 complex in the strong-effect group suggested top-down inhibition of the prime’s emotional content. Thus, trying to ignore the primes can actually increase, rather than decrease, the evaluative priming effect.     

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.     

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.     

Lecturer fluency can impact students' judgments of learning and actual learning performance

The way in which information is presented can influence students' judgments of learning (JOLs). Carpenter, Wilford, Kornell, and Mullaney (2013) found that students reported higher JOLs after viewing a fluent lecturer (good speaker) versus a disfluent lecturer, whereas actual learning performance was unaffected by lecturer fluency. The current research sought to replicate Carpenter et al. (2013) and examine whether students could improve calibration of their JOLs if provided a second opportunity to do so over a different video. In three experiments, participants watched a video of a fluent or disfluent lecturer, made a JOL, completed a free-recall test, and then repeated this procedure with a second video. The fluent lecturer generally produced higher JOLs than the disfluent lecturer (for both videos) across all three experiments. However, fluency also had a positive impact on actual learning performance. These diverging results further illuminate the impact lecturer fluency can have on student learning.     

Reading a standing wave: Figure-ground-alternation masking of primes in evaluative priming

We propose a new masking technique for masking word stimuli. Drawing on the phenomena of metacontrast and paracontrast, we alternately presented two prime displays of the same word with the background color in one display matching the font color in the other display and vice versa. The sequence of twenty alterations (spanning approx. 267ms) was sandwich-masked by structure masks. Using this masking technique, we conducted evaluative priming experiments with positive and negative target and prime words. Significant priming effects were found - for primes and targets drawn from the same as well as from different word sets. Priming effects were independent of prime discrimination performance in direct tests and they were still significant after the sample was restricted to those participants who showed random responding in the direct test.     

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.     

Encoding processes and attentional inhibition in directed forgetting.

Lexical decisions were used to evaluate whether forget (F)-cued prime words affect subsequent encoding of target words relative to remember (R)-cued prime words. In 3 experiments, R-cued primes were better recalled than F-cued primes. Targets that followed F-cued primes were responded to faster than targets that followed R-cued primes in same-case and different-case identity priming. Semantic priming occurred for targets that followed both types of memory-cued primes. However, response times were longer for both related and unrelated targets following R-cued primes relative to F-cued primes. These results indicate that R and F items are processed to similar levels of representation and inhibitory mechanisms do not attenuate encoding of F items. However, there is slower access to working memory for information that follows R-cued items.     

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.     

Differential effects of priming at the encoding and judgment stage

Two experiments investigated whether the direction of priming effects depends on the processing stage at which the individual links the prime to a trait that is applicable to the evaluation of an ambiguously described target person. In line with previous research, it is hypothesized that assimilation effects will emerge when primes are processed in terms of a trait concept that is applicable to the encoding task. However, when the primes are not processed in applicable trait terms, they may still affect subsequent Judgments if the individual recalls the prime when judging the target along a trait dimension. In this case, the primes may serve as an anchor, resulting in contrast effects. Two experiments, in which subjects were primed with names of prototypically nice or hostile famous individuals under instructions that did or did not prompt subjects to process the prime in applicable trait terms, supported these hypotheses. Implications for the emergence of priming effects in everyday social interaction are discussed.     

Beyond spreading activation: An influence of relatedness proportion on masked semantic priming

Semantic priming in the lexical decision task has been shown to increase when the proportion of related-prime trials is increased. This finding typically is taken as evidence for a conscious, strategic use of primes. Three experiments are reported in which masked semantic primes displayed for only 45 msec were tested in high- versus low-relatedness proportion conditions. Relatedness proportion was increased either by using a high proportion of semantically related primes or a large set of repetitionprimed filler trials. Semantic priming was consistently enhanced relative to a low-relatedness proportion condition. These relatedness proportion effects were not due to conscious, strategic use of primes: Exclusion of prime-aware subjects did not attenuate the effects, and better performance in a prime classification task was not associated with larger semantic priming effects. These results are interpreted within a retrospective account of semantic priming in which recruitment of a prime event is modulated by prime validity.     

Semantic congruity and expectancy as separate processes

In two experiments, we investigated the role of expectancy in producing congruity effects in comparative judgment. In Experiment 1, instructions to choose the larger or smaller term either preceded pairs for comparative judgment or preceded individual words for lexical decision. If expectancy in interpreting the comparative judgment terms accounts for the congruity effect, the lexical decision task also should show a congruity effect. However, there were large congruity effects in comparative judgment but not in lexical decision. In this experiment, we used an infiniteset design to make sure that semantic information was needed on comparative judgment trials. In Experiment 2, comparative judgment pairs were preceded by a prime word that either was or was not a category label for the terms in the pairs. There were both congruity and priming effects, with no interaction between the two. This result implies that expectancy and the semanticcongruity effect come from separate processes.     

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.     

Psychophysiological evidence of response conflict and strategic control of responses in affective priming

This experiment investigated the role of conflict in the response and evaluative categorization systems in the affective congruency effect using event-related brain potentials (ERPs). Participants completed a primed evaluative decision task in which the proportion of congruent to incongruent trials was manipulated. The size of the affective congruency effect increased along with the proportion of congruent trials. ERP data identified the locus of this effect in the response system: the lateralized readiness potential (LRP) showed that preferential response activation occurred in motor cortex following prime onset, and the fronto-central N2 (conflict monitoring) component indicated that conflict occurred when the response activated by the prime differed from the target response, irrespective of the affective congruency of the prime and target. The extent of this conflict covaried with strategic processing of primes, as participants directed less attention to primes that were likely to elicit conflict. These data support a response conflict account of affective congruency effects in the evaluative decision task and indicate that strategic control of attention is important in determining the extent to which conflict occurs.     

Comparing different kinds of words and word-word relations to test an habituation model of priming

Huber and O'Reilly (2003) proposed that neural habituation exists to solve a temporal parsing problem, minimizing blending between one word and the next when words are visually presented in rapid succession. They developed a neural dynamics habituation model, explaining the finding that short duration primes produce positive priming whereas long duration primes produce negative repetition priming. The model contains three layers of processing, including a visual input layer, an orthographic layer, and a lexical-semantic layer. The predicted effect of prime duration depends both on this assumed representational hierarchy and the assumption that synaptic depression underlies habituation. The current study tested these assumptions by comparing different kinds of words (e.g., words versus non-words) and different kinds of word-word relations (e.g., associative versus repetition). For each experiment, the predictions of the original model were compared to an alternative model with different representational assumptions. Experiment 1 confirmed the prediction that non-words and inverted words require longer prime durations to eliminate positive repetition priming (i.e., a slower transition from positive to negative priming). Experiment 2 confirmed the prediction that associative priming increases and then decreases with increasing prime duration, but remains positive even with long duration primes. Experiment 3 replicated the effects of repetition and associative priming using a within-subjects design and combined these effects by examining target words that were expected to repeat (e.g., viewing the target word ‘BACK' after the prime phrase ‘back to'). These results support the originally assumed representational hierarchy and more generally the role of habituation in temporal parsing and priming.     

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.     

Affect Is Greater Than,Not Equal to,Condition: Condition and Person Effects in Affective Priming Paradigms

Affective primes may impact ensuing behavior through condition and person effects. However, previous research has not experimentally disentangled these two sources of influence in affective priming paradigms. In the current research, we simultaneously examine the influence of condition factors, in terms of prime valence, and person factors, in terms of affect reactivity and personality. In both studies, undergraduate participants (total N = 174) were primed with either positive or negative affective stimuli (words, Study 1; pictures, Study 2) prior to judging the likability of a neutral target (Arabic characters, Study 1; inkblots, Study 2). Although we did observe between‐condition differences for positive and negative primes, person‐level effects were more consistent predictors of target ratings. Affect reactivity (affect Time 2, controlling Time 1) to the primes predicted evaluative judgments, even in the absence of condition effects. In addition, the personality traits of Neuroticism (Study 1) and behavioral inhibition system sensitivity (Study 2) predicted evaluative judgments of neutral targets following negative affective primes. With effects for condition, affect reactivity, and personality, our results suggest that affective primes influence ensuing behaviors through both informational and affective means. Research using affective priming methodologies should take into account both condition and person‐level effects.