Affective judgments,common sense,and Zajonc's thesis of independence

Zajonc (1980) argued that, contrary to what is commonly believed, an affective judgment about a stimulus may be independent of the cognitive processes through which we know what that stimulus is. The evidence Zajonc offered (the exposure effect in the absence of recognition) does not entail this claim. An example of the sort of experiment that could do so is offered. When carried out, however, this study indicated the opposite: An affective judgment about a stimulus depended on how it was cognitively interpreted. We argue that what is commonly believed in this area is presumptively correct: Affective judgments about a stimulus depend on whatever information is possessed about that stimulus.