In this paper, we introduce anaffective variant of the Simon paradigm. Three experiments are reported in which nouns and adjectives with a positive, negative, or neutral affective meaning were used as stimuli. Depending on the grammatical category of the presented word (i.e. noun or adjective), participants had to respond as fast as possible by saying a predetermined positive or negative word. In Experiments 1 and 2, the words POSITIVE and NEGATIVE were required as responses, in Experiment 3, FLOWER and CANCER (...) were used as response words. Despite the fact that participants were explicitly instructed to ignore the affective meaning of the presented words, reaction times were faster when the affective connotation of the presented word and the correct response was the same than when it differed. The results lendfurther support tothe hypothesis that stimulus valence can be processed automatically. We also argue that the affective Simon paradigm can be used as a flexible tool for the study of affective-processing and discuss how other variants of the Simon paradigm can be developed to stimulate research on other aspects of information-processing. (shrink)

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)

In affective Simon studies, participants are to select between a positive and negative response on the basis of a nonaffective stimulus feature (i.e., relevant stimulus feature) while ignoring the valence of the presented stimuli (i.e., irrelevant stimulus feature). De Houwer and Eelen (1998) showed that the time to select the correct response is influenced by the match between the valence of the response and the (irrelevant) valence of the stimulus. In the affective Simon studies that have been reported until now, (...) only words were used as stimuli and the relevant stimulus feature was always the grammatical category of the words. We report four experiments in which we examined the generality of the affective Simon effect. Significant affective Simon effects were found when the semantic category, grammatical category, and letter-case of words was relevant, when the semantic category of photographed objects was relevant, and when participants were asked to give nonverbal approach or avoidance responses on the basis of the grammatical category of words. Results also showed that the magnitude of the affective Simon effect depended on the nature of the relevant feature. (shrink)

Offering a highly integrated and comprehensive coverage of the field, this book is suitable as a core textbook in advanced courses dealing with the role of ...