Unconscious Desire: The Affective and Motivational Aspects of Subliminal Sexual Priming

Sexual arousal is thought to be the result of the processing of sexual cues at two levels: conscious and unconscious. Whereas numerous studies have examined the affective and motivational responses to supraliminal (consciously processed) sexual cues, much less is known regarding the responses to subliminal (processed outside of one's awareness) sexual cues. Five studies examined responses to subliminal sexual cues. Studies 1–3 demonstrated increases in adults' positive affect following exposure to subliminal sexual cues compared to control cues. Study 4 demonstrated that the positive affect resulting from exposure to subliminal sexual cues increased motivation to further engage in a neutral task. Study 5 provided evidence suggesting that the affect and motivation found in Studies 1–4 were associated with motivation to engage in sex specifically, rather than a general approach motivation. The implications of these findings for the processing of subliminal sexual cues and for human sexuality are discussed.