List-context effects in evaluative priming.

Abstract

Evaluative priming effects are often found in the evaluative decision task, in which persons judge the affective connotation (positive vs. negative) of a target word. The present experiments examined list-context effects to test whether evaluative and semantic priming follow the same laws. In Experiment 1, evaluative priming was found at prime-target stimulus onset asynchronies (SOAs) of 0 ms and 100 ms, but not at SOAs of--100, 200, 600, and 1,200 ms. Experiment 2 manipulated SOA (0, 200, and 1,200 ms) and the proportion (25%, 50%, and 75%) of the prime-target pairs that were evaluatively related. Contrary to the typical finding that increases in the proportion of related prime-target pairs lead to increased priming at long but not short SOAs, an effect of consistency proportion was found at SOAs of 0 ms (for reaction times) and 200 ms (in the accuracy data), but not at the 1,200-ms SOA. The pattern of results is discussed in relation to possible explanatory mechanisms of evaluative priming.