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Personality and Social Psychology Bulletin, Vol. 31, No. 9, 1286-1295 (2005)
DOI: 10.1177/0146167205275616
© 2005 Society for Personality and Social Psychology, Inc.

When Less Is More: The Consequences of Affective Primacy for Subliminal Priming Effects

Diederik A. Stapel

University of Groningen, d.a.stapel{at}ppsw.rug.nl

Willem Koomen

University of Amsterdam

This research investigates the consequences of the notion that one can distinguish early-evaluative (when exposure is short) and late-descriptive reactions (when exposure is long) to subliminally primed trait concepts. In three studies, it was found that the evaluative effects instigated by short exposure to primed concepts were bigger than the evaluative + descriptive effects instigated by long exposure: Less is more. Only when exposure was short, target interpretations were accompanied by evaluative inferences (Studies 1 and 3). Similarly, only when exposure was short, descriptively inapplicable trait primes affected the interpretation of an ambiguous target (Studies 2 and 3).

Key Words: subliminal perception • assimilation • priming • applicability • affect


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