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)

Cognitive Science, Volume 46, Issue 1, January 2022.

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)

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)

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)