The automatic evaluation of novel stimuli

Abstract

From classic theory and research in psychology, we distill a broad theoretical statement that evaluative responding can be immediate, unintentional, implicit, stimulus based, and linked directly to approach and avoidance motives. This statement suggests that evaluative responses should be elicited by novel, nonrepresentational stimuli (e.g., abstract art, "foreign" words). We tested this hypothesis through combining the best features of relevant automatic-affect research paradigms. We first obtained explicit evaluative ratings of novel stimuli. From these, we selected normatively positive and negative stimuli to use as primes in a sequential priming paradigm. Two experiments using this paradigm demonstrated that briefly presented novel prime stimuli were evaluated automatically, as they facilitated responses to subsequently presented target stimuli of the same valence just as much as did pictures or names of real objects. A final experiment revealed that exposure to novel stimuli produces muscular predispositions to approach or avoid them.