Affective priming of naming responses does not depend on stimulus repetition.

The finding that naming responses can be affectively primed suggests (a) that stimulus evaluation does not depend on participants having an explicit evaluative processing goal, and (b) that the perception of an affectively polarized stimulus can result in the preactivation of memory representations of affectively related stimuli. However, in all published studies that demonstrated significant affective priming of naming responses, both the primes and the targets were repeatedly presented. Hence, one cannot rule out the possibility that stimulus repetition is a prerequisite for obtaining affective priming of naming responses. We examined (a) whether affective priming of naming responses can be obtained in the absence of stimulus repetition, and (b) whether affective priming in the naming task is affected by the number of stimulus presentations. Results show that affective priming of naming responses does not depend on stimulus repetition.