This article focuses on Bob Zajonc’s views on unconscious emotion, especially in the context of the debates about the independence of affect and cognition. Historically, Bob was always interested in the “mere”—basic, fundamental processes. His empirical demonstrations of precognitive and preconscious emotional processes, combined with his elegant expositions of them, sharply contrasted with cold and complex cognitive models. Interestingly, Bob tended to believe that whereas the causes of emotion can be unconscious, the emotional state itself tends to be conscious. However, (...) he reconsidered this assumption and in his later work showed that subjects in affective priming experiments do not experience conscious affect, but instead act on basic preferences. Today, Bob’s insights continue to inspire research on “unconscious emotion.”. (shrink)