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Area of Science:

  • Cognitive Psychology
  • Social Psychology

Background:

  • Research increasingly questions the automaticity of evaluative priming (EP).
  • Previous work suggests EP depends on how primes and targets are integrated into a single event.
  • This study investigates the role of processing styles in modulating EP effects.

Purpose of the Study:

  • To examine whether different processing styles influence evaluative priming.
  • To test the hypothesis that inclusive processing styles enhance congruity effects, while exclusive styles disrupt them.

Main Methods:

  • Experiment 1 used similarity and dissimilarity search tasks to manipulate processing style.
  • Experiments 2 and 3 employed a global/local processing manipulation.
  • Participants completed priming tasks following these manipulations.

Main Results:

  • A similarity search task led to a congruity effect in EP.
  • A dissimilarity search task eliminated and non-significantly reversed the EP congruity effect.
  • Global/local processing manipulations replicated and extended these findings.

Conclusions:

  • Evaluative priming is not automatic but is influenced by top-down control.
  • Processing styles strategically regulate the impact of primes on target evaluation.
  • These findings highlight the flexible nature of evaluative priming.