The argument that automatic processes are responsible for affective/evaluative priming effects has been primarily based on studies that have manipulated the stimulus onset asynchrony (SOA; i.e., the interval between the onset of the prime and the onset of the target). Moreover, these SOA studies provide an insight in the time course of the activation processes underlying automatic affect/attitude activation. Based on a fine-grained manipulation of the SOA employing either the evaluative decision task (Experiment 1) and the pronunciation task (Experiment 2) (...) we concluded that affective priming, and hence automatic affect activation, is based on fast-acting automatic processes. The results of Experiment 3 provide a valid explanation for an apparent discrepancy between the results of Experiments 1 and 2 and previous findings. Finally, the results of Experiment 3 support the prediction of Jarvis and Petty (1996) that affective priming effects should be stronger for participants who are more chronically engaged in conscious evaluations. (shrink)