Affect priming
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Affective priming, also called affect priming, is a type of response priming and was first proposed by Russell H. Fazio.[1] This type of priming entails the evaluation of people, ideas, objects, goods, etc., not only based on the physical features of those things, but also on affective context. The affective context may come from previous life experiences, and therefore, primes may arouse emotions rather than ideas. Most research and concepts about affective priming derive from the affective priming paradigm, which looks to make judgments of neutral affective targets following positive, neutral, or negative primes.[2] A prominent derivation of affective priming paradigm is the Affect Misattribution Procedure (AMP), developed by Payne, Cheng, Govorun, and Stewart.[3] The main idea of AMP is to measure implicit attitudes, therefore, if the evaluation of the prime stimuli of an object is positive, it is said that the person has a positive attitude toward the object exposed.[4]
The intent of this affective priming paradigm had initially the intent of eliminating the bias created by affective priming research self-reports.[1] As a consequence, Fazio created the affective priming paradigm, which focuses on the evaluation of automatic stimuli. One finding of studies that use this paradigm says that "performance is typically faster and more accurate when a prime and target are congruent and have the same emotional information (e.g., "flower"–"wedding") compared with when they are incongruent and have different emotional information (e.g., "party' –"corpse")."[5]