Interaction of prime and target in the subliminal affective priming effect

It has been found that an emotional stimulus such as a facial expression presented subliminally can affect subsequent information processing and behavior, usually by shifting evaluation of a subsequent stimulus to a valence congruent with the previous stimulus. This phenomenon is called subliminal affective priming. The present study was conducted to replicate and expand previous findings by investigating interaction of primes and targets in the affective priming effect. Two conditions were used. Prime (subliminal presentation 35 msec.) of an angry face of a woman and a No Prime control condition. Just after presentation of the prime, an ambiguous angry face or an emotionally neutral face was presented above the threshold of awareness (500 msec.). 12 female undergraduate women judged categories of facial expressions (Anger, Neutral, or Happiness) for the target faces. Analysis indicated that the Anger primes significantly facilitated judgment of anger for the ambiguous angry faces; however, the priming effect of the Anger primes was not observed for neutral faces. Consequently, the present finding suggested that a subliminal affective priming effect should be more prominent when affective valence of primes and targets is congruent.