Attention please: ERP evidence for prime-target resource competition in the neutral-target variant of affective...

Using event-related potentials we examined the mechanisms that underlie the influence of affective context information on evaluative judgments in affective priming (AP). Participants (N = 44) evaluated a priori neutral target ideographs that were preceded by 800-ms negative, neutral or positive prime pictures. We observed a significant AP effect (APE), with more positive target ratings for targets following positive versus negative primes, with neutral primes lying in between. A greater individual APE was associated with increased attention for the primes, indicated by larger amplitudes of parietal positive slow wave (PSW) and more pronounced prime affect discrimination mirrored in affect-specific variations of parieto-occipital prime P1 and parietal prime P2, P300, and PSW amplitudes. This confirms previous theoretical and empirical work suggesting that the size of the APE critically depends on the extent of prime-elicited affective activation. Furthermore, a greater individual APE was related to generally reduced depth of target processing as mirrored in smaller overall amplitudes of attention-sensitive target-related P1, P2, P300, and PSW. In addition, in the total sample P2, P300, and PSW were smaller for targets following AP eliciting, attention-capturing emotional, as compared to neutral primes. Based on the observed coincidence of increased processing of affective versus neutral primes, and specifically reduced processing of those targets that followed affective primes, we propose prime-target resource competition as an additional, not yet described process contributing to AP in the neutral-target paradigm.