Shifting Evaluation Windows: Predictable Forward Primes with Long SOAs Eliminate the Impact of Backward Primes

Daniel A Fockenberg,Sander L Koole,Gün R Semin,Daniël Lakens

doi:10.1371/journal.pone.0054739

Abstract

Recent work suggests that people evaluate target stimuli within short and flexible time periods called evaluation windows. Stimuli that briefly precede a target (forward primes) or briefly succeed a target (backward primes) are often included in the target's evaluation. In this article, the authors propose that predictable forward primes act as “go” signals that prepare target processing, such that earlier forward primes pull the evaluation windows forward in time. Earlier forward primes may thus reduce the impact of backward primes. This shifting evaluation windows hypothesis was tested in two experiments using an evaluative decision task with predictable (vs. unpredictable) forward and backward primes. As expected, a longer time interval between a predictable forward prime and a target eliminated backward priming. In contrast, the time interval between an unpredictable forward primes and a target had no effects on backward priming. These findings suggest that predictable features of dynamic stimuli can shape target extraction by determining which information is included (or excluded) in rapid evaluation processes.

Highlights

In their daily lives, people are exposed to a kaleidoscope of objects and events
Present Research and Hypotheses We designed the present research to test the shifting evaluation window (SEW) hypothesis, or the idea that an earlier onset of a forward prime could lead to a forward shift of the evaluation window
The analysis revealed a main effect of Backward stimulus onset asynchrony (SOA), F(1,57) = 8.27, p = .006, gp = .13, indicating participants responded slower, when the target was succeeded by a backward prime by 150 ms (M = 634 ms, SD = 19.42) than 250 ms (M = 621 ms, SD = 17.57)

Summary

Introduction

People are exposed to a kaleidoscope of objects and events. Because each of these objects or events may signal potential threats or opportunities, people need to be able to quickly extract the evaluative meaning from the continuous stream of stimuli. In traffic, people may often need to quickly monitor specific states of traffic lights to take appropriate actions. Recent work suggests that people evaluate such target stimuli within short and flexible time periods that have become known as ‘‘evaluation windows’’ [1,2]. Evaluation windows play a key role in social evaluation processes by determining which evaluative information is integrated into a given target evaluation. It is important to learn which factors shape how and when perceivers set evaluation windows

Methods

Results

Conclusion