Affective compatibility between stimuli and response goals: a primer for a new implicit measure of attitudes.

ABSTRACT: We examined whether a voluntary response becomes associated with the (affective) meaning of intended response effects. Four experiments revealed that coupling a keypress with positive or negative consequences produces affective compatibility effects when the keypress has to be executed in response to positively or negatively evaluated stimulus categories. In Experiment 1, positive words were evaluated faster with a keypress that turned the words ON (versus OFF), whereas negative words were evaluated faster with a keypress that turned the words OFF (versus ON). Experiment 2 showed that this compatibility effect is reversed if an aversive tone is turned ON and OFF with keypresses. Experiment 3 revealed that keypresses acquire an affective meaning even when the association between the respons

SUBMITTER: Eder AB 

PROVIDER: S-EPMC3828340 | biostudies-literature | 2013

REPOSITORIES: biostudies-literature