Repeated response execution and inhibition alter subjective preferences but do not affect automatic approach and...

Repeated action or inaction toward objects changes preferences for those objects. However, it remains unclear whether such training activates approach-avoidance motivation toward the objects, which leads to actual behavior. We conducted a pre-registered online experiment to examine whether approach and avoidance tendencies were affected by the experience of having executed or withheld a button-press response to a stimulus.

Participants (N = 236) performed a Go/NoGo task in which they were asked to repeatedly execute a response to a picture of a mug (i.e., Go-primed stimulus) and suppress a response to another picture of a mug (i.e., NoGo-primed stimulus). They then received one of two manikin tasks, which were implicit association tests designed to assess approach-avoidance tendencies. One manikin task measured the reaction times of moving a manikin toward or away from the Go-primed stimulus and the other picture of a mug (i.e., unprimed stimulus). The other manikin task measured the reaction times of moving a manikin toward or away from the NoGo-primed stimulus and the unprimed stimulus. The participants then rated their preference for the Go-primed, NoGo-primed, and unprimed items.

The Go-primed item was evaluated as more highly preferable than the unprimed item in the Go condition, while the NoGo-primed item was evaluated as less preferable than the unprimed item in the NoGo condition. In contrast, the mean approach/avoidance reaction times in the manikin task showed no difference between the Go-primed and unprimed stimuli or between the NoGo-primed and unprimed stimuli.

When participants repeatedly responded or inhibited their responses to an object, their explicit preference for the object increased or decreased, respectively. However, the effect did not occur in approach-avoidance behaviors toward the object.