Does ignoring lead to worse evaluations? A new explanation of the stimulus devaluation effect

Affective evaluation of stimuli just seen in visual search tasks has been shown to depend on task-relevant stimulus configuration (Raymond, Fenske, & Tavassoli, 2003): Whereas targets and novel stimuli were evaluated similarly, distractors were devaluated. These results were explained by an inhibition-based account of the influence of selective attention on emotion. In the present experiments, we demonstrated that stimulus devaluation might not be a consequence of attentional inhibition. By simply instructing participants to react to an accepted or rejected stimulus in the visual search task of Experiment 1, we found distractor devaluation in the first case and target devaluation in the second case. We conclude that devaluation of stimuli is mediated by the affective connotation implied by response labels and instructions. This was confirmed in Experiment 2: To-be-ignored stimuli were not devaluated when participants knew that those stimuli would become task-relevant during the experiment.