Cross-modal evaluative priming: emotional sounds influence the processing of emotion words

Cross-modal priming occurs when a prime presented in one sensory modality influences responses to a target in a different sensory modality. Currently, demonstrations of cross-modal evaluative priming have been sparse and limited. In the present study, we seek to partially rectify this state of affairs by examining cross-modal evaluative priming from auditory primes to visual targets. Significant cross-modal priming effects were found, but only for negative primes. Results are discussed in terms of the negativity bias, and several suggestions are provided for using cross-modal evaluative priming to address theoretically important questions about emotion and cognition.