On the controllability of evaluative-priming effects: some limits that are none

Two experiments examined recent claims of uncontrollability of the evaluative-priming effect. According to these claims, imposing an adaptive 600 ms response deadline prevents successful faking (Degner, 2009). Furthermore, strategic control attempts have been argued not to reduce the priming measure's sensitivity to spontaneous evaluations so that correlations of evaluative-priming effects with external criteria are not affected by attempts to fake (Bar-Anan, 2010). Here, we show that faking is possible even with an adaptive 600 ms response deadline when faking instructions do not conflict with speed pressures imposed thereby (Experiments 1 and 2). In addition, suitable faking instructions substantially affect the predictive validity of priming effects in terms of their correlations with (non-faked) self-report measures and the Implicit Association Test (Experiment 2). The previous claims about the uncontrollability of the evaluative-priming effect may thus have been premature.