[Connection between the evaluation of positive or negative valence and verbal responses to a lexical decision making...

Evaluation of the positive or negative valence of a stimulus is an activity that is part of any emotional experience that has been mostly studied using the affective priming paradigm. When the prime and the target have the same valence (e.g. positive prime and positive target), the target response is facilitated as a function of opposing valence conditions (e.g. negative prime and positive target). These studies show that this evaluation is automatic but depends on the nature of the task's implied response because the priming effects are only observed for positive responses, not for negative responses. This result was explained in automatic judgmental tendency model put forth by Abelson and Rosenberg (1958) and Klauer and Stern (1992). In this model, affective priming assumes there is an overlap between both responses, the first response taking precedence as a function of the prime-target valence, and the second response one that is required by the task. We are assuming that another type of response was not foreseen under this model. In fact, upon activating the valence for each of the prime-target elements, two preliminary responses would be activated before the response on the prime-target valence relationship. These responses are directly linked to the prime and target evaluation independently of the prime-target relationship. This hypothesis can be linked to the larger hypothesis whereby the evaluative process is related to two distinct motivational systems corresponding to approach and avoidance behaviour responses (Lang, Bradley, & Cuthbert, 1990; Neuman & Strack, 2000; Cacciopo, Piester & Bernston, 1993). In this study, we use the hypothesis that when a word leads to a positive valence evaluation, this favours a positive verbal response and inversely, a negative valence word favours a negative response. We are testing this hypothesis outside the affective priming paradigm to study to what extent evaluating a word, even when it is not primed, activates both motivational systems and consequently, positive verbal responses for approach and negative responses for avoidance. To validate this hypothesis, we are re-using both versions of the lexical decision task proposed by Wentura (2000). The classic version leads participants to a positive response for words, and the modified version leads to a no response. This experiment, carried out with thirty-two participants, measures the influence on response time of two experimental factors, the intrasubject valence of words (positive and negative) and the inter-subject factor (yes and no responses to words). Results show an interaction between the type of response and word valence. It is temporally more onerous to give a no response to positive words than to negative words. This result confirms that there is a direct relation between the evaluation of a valence stimulus and the response to this stimulus, a relation that had up to now been essentially observed with motor behaviours, and more rarely with verbal responses. We propose integrating the existence of this link between evaluation and verbal response (yes and no) in interpreting the effects of affective priming.