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Seven studies involving 146 undergraduates examined the effects of stimulus valence and arousal on direct and indirect measures of evaluative processing. Stimuli were emotional slides (Studies 1 to 6) or words (Study 7) that systematically varied in valence and arousal. Evaluative categorization was measured by reaction times to evaluate the stimuli (Studies 2, 3, and 7), latencies related to emotional feelings (Study 3), and incidental effects on motor performance (Studies 4 and 5). A consistent interaction was observed such that evaluation latencies were faster if a negative stimulus was high in arousal or if a positive stimulus was low in arousal. Studies 1, 6, and 7 establish that the findings are not due to stimulus identification processes. The findings therefore suggest that people make evaluative inferences on the basis of stimulus arousal.

The authors systematically compared semantic and affective priming in five studies involving words and pictures. In Studies 1 (lexical decision task) and 2 (evaluation task), irrelevant short duration (200 ms) primes were briefly flashed before relevant targets. The authors orthogonally varied both the semantic and affective relations between primes and targets. In both studies, semantic priming but not affective priming was found. Study 3 revealed that the same stimuli can produce affective priming, but only when words come from a single semantic category. Studies 4 and 5 used pictures rather than words to examine automatic encoding tendencies. The results conceptually replicated those from Studies 1 and 2. In sum, the findings suggest that affective priming may be a relatively fragile phenomenon, particularly when the semantic properties of objects vary in a salient manner.