Approach behavior can mitigate predominately univalent negative attitudes: evidence regarding insects and spiders

Three experiments tested whether disliking of predominately univalently negative attitude objects could be reduced by a procedure pairing approach behaviors with subliminally presented images of the objects. Experiment 1 demonstrated that participants who approached images of insects rated insects less negatively than participants who did not approach insect pictures. Experiment 2 extended this effect to spiders and used an implicit measure of spider attitudes. Experiment 3 examined the consequences of an approach induction for affect during actual approach behavior in a sample of individuals with elevated levels of spider fear by using a Behavioral Approach Task. Fearful individuals who approached spider pictures reported less anxiety when encountering live spiders than participants who did not approach spider pictures. As such, the results provided evidence on explicit, implicit, and behavioral measures that negative and predominately univalent attitudes can be influenced by approach behaviors. Implications for attitude change interventions and potential contribution to the efficacy of exposure therapy are discussed.