Affect, cognition, and awareness: affective priming with optimal and suboptimal stimulus exposures.

  title={Affect, cognition, and awareness: affective priming with optimal and suboptimal stimulus exposures.},
  author={Sheila T. Murphy and Robert B. Zajonc},
  journal={Journal of personality and social psychology},
  volume={64 5},
  • S. Murphy, R. Zajonc
  • Published 1993
  • Psychology, Medicine
  • Journal of personality and social psychology
The affective primacy hypothesis (R. B. Zajonc, 1980) asserts that positive and negative affective reactions can be evoked with minimal stimulus input and virtually no cognitive processing. The present work tested this hypothesis by comparing the effects of affective and cognitive priming under extremely brief (suboptimal) and longer (optimal) exposure durations. At suboptimal exposures only affective primes produced significant shifts in Ss' judgments of novel stimuli. These results suggest… Expand
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