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The generality of the automatic attitude activation effect.

J A Bargh1, S Chaiken, R Govender

  • 1Department of Psychology, New York University, New York 10003.

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Attitude objects automatically activate associated evaluations, speeding up adjective assessment. This automatic activation effect is robust across various objects and procedures, influencing memory retrieval.

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Area of Science:

  • Social Psychology
  • Cognitive Psychology
  • Attitude Formation

Background:

  • Previous research (Fazio et al., 1986) showed attitude objects prime similar valence adjectives.
  • This priming effect was more pronounced for highly accessible attitudes, indicated by evaluation latency.

Purpose of the Study:

  • To investigate the generalizability of automatic activation effects across different attitude objects.
  • To examine the robustness of these effects across procedural variations.

Main Methods:

  • Three experiments were conducted to test the automatic activation of evaluations.
  • Participants' adjective evaluation latencies were measured following priming with attitude objects.

Main Results:

  • The automatic activation effect was found to be pervasive and relatively unconditional.
  • Evaluations for both social and nonsocial objects were automatically activated by their mere presence or mention.

Conclusions:

  • Automatic activation of stored evaluations is a fundamental cognitive process.
  • This process occurs readily upon encountering attitude objects, influencing subsequent judgments.