Rebernjak, Blaž and Buško, Vesna.
(2014).
Mechanisms of Affective Priming and Individual
Differences in Automatic Processing.
Psihologijske teme, 23(3).
pp. 343-368.
ISSN 1332-0742
Abstract
Automatic evaluation refers to automatic and quick categorization of stimuli into those of positive and negative valence, respectively. This hypothetical mechanism is scientifically interesting and potentially relevant as it can help shed light on automatic processing of affective stimuli. Furthermore, a large number of recently developed implicit measures is based on this mechanism and any insight gained can help develop and refine them further. Compared to explicit self-report measures, implicit measures estimate psychological constructs indirectly. Affective priming is one of the existing operationalizations of automatic evaluation and can be seen as an implicit measure of various constructs that have an emotional basis. Within this experimental framework, effects of automatic evaluation of primes on the processing of targets are assessed. If the stimuli used are congruent in valence the reaction is usually facilitated as compared to a non-congruent situation. The aim of this paper is to summarize the results of the most important affective priming studies, with particular focus on individual differences in the effect observed. Those individual differences could indicate the existence of individual differences in automatic evaluation. The existence of the latter is a necessary prerequisite for the development of implicit measurement procedures based on automatic affective processes.
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