The evaluative priming paradigm aims to uncover the processes underlying evaluations. For this purpose, this paradigm presents a sequence of two or more stimuli varying on the valence dimension to which participants must provide a response. The “standard” evaluative priming effect is a relative facilitation of the required responses in congruent trials compared to incongruent trials. The following thesis argues that this evaluative priming effect depends on prime-target similarity, with higher similarity between prime and target leading to larger priming effects. (...) Part one of this thesis presents a meta-analysis of existing data, which tests evidence for the impact of similarity on evaluative priming effects. This reanalysis is based on the assumption that positive information is overall more similar to other positive information than negative information is to other negative information. Thus, this analysis compares effects of positive and negative prime-target pairs. The results confirm that positive prime-target pairs elicit stronger priming effects than negative prime-target pairs. This analysis involves a broad sample of stimuli and designs which supports the generalizability of this finding. However, the results are also in line with alternative interpretations attributing the valence asymmetries to other effects caused by valence. The following four experiments manipulate similarity either by selecting prime-target pairs based on pre-ratings or by presenting identical and non-identical prime-target pairs. All four experiments show that similar prime-target pairs create larger priming effects than dissimilar prime-target pairs. These findings have implications for our understanding of the evaluative priming paradigm, the use of evaluative priming as a measure of attitudes, and the conceptualization of the evaluative system. These implications will be discussed. (shrink)

The review first discusses componential explanations of automaticity, which specify non/automaticity features (e.g., un/controlled, un/conscious, non/efficient, fast/slow) and their interrelations. Reframing these features as factors that influence processes (e.g., goals, attention, and time) broadens the range of factors that can be considered (e.g., adding stimulus intensity and representational quality). The evidence reviewed challenges the view of a perfect coherence among goals, attention, and consciousness, and supports the alternative view that (a) these and other factors influence the quality of representations in (...) an additive way (e.g., little time can be compensated by extra attention or extra stimulus intensity) and that (b) a first threshold of this quality is required for unconscious processing and a second threshold for conscious processing. The review closes with a discussion of causal explanations of automaticity, which specify factors involved in automatization such as repetition and complexity, and a discussion of mechanistic explanations, which specify the low-level processes underlying automatization. (shrink)

Spruyt obtained an affective congruency effect in a valent/neutral categorisation task, which contrasts with the absence of such an effect in the same task that was reported by Werner and Rothermund. The crucial difference between the two studies is that Spruyt presented only valent primes, whereas Werner and Rothermund presented equal amounts of valent and neutral primes and targets in their experiments. Removing the neutral primes introduces a confound of affective matches with the required response. Affective congruency effects in Spruyt's (...) study can be explained straightforwardly in terms of such an affective matching strategy. To demonstrate the influence of matching strategies in the valent/neutral task without neutral primes, we conducted an experiment in which we induced an affective mismatching strategy. In support of our reasoning, this study revealed an affective incongruency effect in the valent/neutral categorisation task. We conclude that affective congruency as well as incongruency effects in the valent/neutral categorisation task reflect post-lexical affective (mis-)matching strategies rather than encoding facilitation. (shrink)

ABSTRACTFeelings and cognitions influence judgment through attribution. For instance, the attribution of positive feelings and cognitions to a stimulus leads to a positive judgment of that stimulus. We examined whether misattribution is moderated by the applicability of a distractor to the judgment question. For instance, when are people more likely to attribute to a target person the affective and cognitive experiences triggered by a kitten – when trying to judge the person’s cuteness or trustworthiness? The kitten triggers experiences specifically relevant (...) to cuteness, but people might more easily suspect the kitten’s potential influence when judging cuteness rather than trustworthiness. Using the Affect Misattribution Procedure, we found that applicability increases the effect of misattribution on valenced judgments. The results emphasise the importance of specific information in attribution and suggest that high applicability of distractors to the judgment question d... (shrink)

ABSTRACTWe tested the response dynamics of the evaluative priming effect using a mouse tracking procedure that records hand movements during the execution of categorisation tasks. In Experiment 1, when participants performed the evaluative categorisation task but not the non-evaluative semantic categorisation task, their mouse trajectories for evaluatively incongruent trials curved more toward the opposite response than those for evaluatively congruent trials, indicating the emergence of evaluative priming effects based on response competition. In Experiment 2, implementing a task-switching procedure in which (...) evaluative and non-evaluative categorisation tasks were intermixed, we obtained reliable evaluative priming effects in the non-evaluative semantic categorisation task as well as in the evaluative categorisation task when participants assigned attention to the evaluative stimulus dime... (shrink)

After 30 years of research, the mechanisms underlying the evaluative priming effect are still a topic of debate. In this study, we tested whether the evaluative priming effect can result from associative relatedness rather than evaluative congruency. Stimuli that share the same evaluative connotation are more likely to show some degree of non-evaluative associative relatedness than stimuli that have a different evaluative connotation. Therefore, unless associative relatedness is explicitly controlled for, evaluative priming effects reported in earlier research may be driven (...) by associative relatedness instead of evaluative relatedness. To address this possibility, we performed an evaluative priming study in which evaluative congruency and associative relatedness were manipulated independently from each other. The valent/neutral categorisation task was used to ensure evaluative stimulus processing in the absence of response priming effects. Results showed an effect of associative relatedness but no effect of evaluative congruency. Our findings highlight the importance of controlling for associative relatedness when testing for evaluative priming effects. (shrink)

Affective congruency effects in the evaluation task can be explained by either spreading of activation or response competition. Eliminating effects of response compatibility by using other tasks (semantic categorisation, naming task) typically also eliminates affective congruency effects. However, there is no need for processing the affective information of the stimuli in these tasks either, which could be necessary for an affectively mediated spreading of activation (Spruyt et al., 2007, 2009, 2012). We introduced a new task to further test this hypothesis. (...) The valent/neutral-categorisation task does not confound affective congruency with response compatibility, but still requires a processing of the stimuli's valence. No affective congruency effect was obtained with this task in two experiments, disfavouring a conditional spreading activation account. On the other hand, a significant priming effect was found for associated word pairs in Experiment 1, providing evidence for the sensitivity of the task to detect spreading activation processes. (shrink)

Drawing on recent findings, this study examines whether valence concordant electromyography (EMG) responses can be explained as an unconditional effect of mere stimulus processing or as somatosensory simulation driven by task-dependent processing strategies. While facial EMG over the Corrugator supercilii and the Zygomaticus major was measured, each participant performed two tasks with pictures of album covers. One task was an affective evaluation task and the other was to attribute the album covers to one of five decades. The Embodied Emotion Account (...) predicts that valence concordant EMG is more likely to occur if the task necessitates a somatosensory simulation of the evaluative meaning of stimuli. Results support this prediction with regard to Corrugator supercilii in that valence concordant EMG activity was only present in the affective evaluation task but not in the non-evaluative task. Results for the Zygomaticus major were ambiguous. Our findings are in line with the view that EMG activity is an embodied part of the evaluation process and not a mere physical outcome. (shrink)