Affective priming - is it only affect that primes?

A target word is classified faster as pleasant or unpleasant if preceded by a prime that matches the target word’s valence. This affective priming phenomenon is currently popular as an implicit measure of stimulus valence. The present set of experiments investigated whether rated stimulus arousal will affect target classification as well. In three experiments, word targets were preceded by prime stimuli that differed in rated arousal and valence. The basic priming effect was replicated in all experiments, however, priming was largest after high arousal unpleasant and low arousal pleasant primes, and reduced after low arousal unpleasant and high arousal pleasant primes. This finding emerged for picture and word primes and does not reflect the effect of differences in stimulus complexity. The difference in the effectiveness of the primes was not affected by SOA and seemed to hold across a wide range (50-200 ms for words and 200-500 ms for pictures). The present results suggest that some failures to find affective priming may not reflect on prime valence, but on prime arousal. Moreover, it suggests that increases in stimulus arousal have differential effects for the processing of pleasant and unpleasant stimuli.