The Adaptive Value of Lexical Connotation in Speech Perception

Previous work (e.g. Bargh, Chaiken, Govender, & Pratto, 1992; Fazio, Sanbonmatsu, Powell, & Kardes, 1986) has shown that objects are evaluated on a goodness/badness dimension automatically and preconsciously. Vakoch and Wurm (1997; Wurm & Vakoch, 1996) have found similar results using different stimuli and tasks. They found that auditory lexical decision times depend on dimensions of connotation (Evaluation, Potency, and Activity). Reaction times (RTs) from these studies were interpreted in terms of the evolutionary adaptiveness of different types of perceptual processing. The current study introduces a new way to define words, using two dimensions (Danger and Usefulness) rather than three, that allows a direct test of the adaptiveness model. RTs for nouns chosen for their adaptive significance were related to Usefulness and Danger, and to the interaction between Usefulness and Danger. A database of dimension weights is included.