Investigating the mechanisms underlying affective priming effects using a conditional pronunciation task

Recently, using a conditional pronunciation task, De Houwer and Randell (2004) reported evidence of affective priming effects only when pronunciation depended on the semantic category of targets. Although these findings support the notion that spreading of activation is the mechanism underlying affective priming effects, an explanation in terms of postlexical mechanism could not be ruled out. To clarify this point, we conducted two experiments in which nouns for both the to-be-pronounced as well as the not-to-be pronounced targets were used and all stimuli were affectively valenced words. In Experiment 1, the to-be-pronounced targets were object-words, and the not-to-be-pronounced targets were person-words, whereas in Experiment 2, the instructions were reversed. Results of experiment 1 showed affective priming effects only when pronunciation of target words was conditional upon their semantic category. Most importantly, affective priming effects were observed for both object-words (Experiment 1) and person-words (Experiment 2). These results are compatible with a spreading activation account, but not with a postlexical mechanism account of affective priming effects in the pronunciation task.