title: Relational integrativity of prime-target pairs moderates congruity effects in evaluative priming.
abstract: In evaluative priming, positive or negative primes facilitate reactions to targets that share the same valence. While this effect is commonly explained as reflecting invariant structures in semantic long-term memory or in the sensorimotor system, the present research highlights the role of integrativity in evaluative priming. Integrativity refers to the ease of integrating two concepts into a new meaningful compound representation. In extended material tests using paired comparisons from two pools of positive and negative words, we show that evaluative congruity is highly correlated with integrativity. Therefore, in most priming studies, congruity and integrativity are strongly confounded. When both aspects are disentangled by manipulating congruity and integrativity orthogonally, three priming experiments show that evaluative-priming effects were confined to integrative prime-target pairs. No facilitation of prime-congruent targets was obtained for non-integrative stimuli. These findings are discussed from a broader perspective on priming conceived as flexible, context-dependent, and serving a generative adaptation function.
authors.affiliation: Department of Social Psychology, University of Heidelberg, Hauptstr. 47-51, D-69117, Heidelberg, Germany. max.ihmels@psychologie.uni-heidelberg.de.
authors.forename: Max
authors.initials: M
authors.lastname: Ihmels
authors.affiliation: Department of Social Psychology, University of Heidelberg, Hauptstr. 47-51, D-69117, Heidelberg, Germany.
authors.forename: Peter
authors.initials: P
authors.lastname: Freytag
authors.affiliation: Department of Social Psychology, University of Heidelberg, Hauptstr. 47-51, D-69117, Heidelberg, Germany.
authors.forename: Klaus
authors.initials: K
authors.lastname: Fiedler
authors.affiliation: Department of Psychology, Université Paris Descartes, Paris, France.
authors.forename: Theodore
authors.initials: T
authors.lastname: Alexopoulos
mesh_terms: D000328:Adult; D000339:Affect / Q000502:physiology*; D006801:Humans; D011578:Psycholinguistics; D011597:Psychomotor Performance / Q000502:physiology*; D060865:Repetition Priming / Q000502:physiology*; D012660:Semantics; D055815:Young Adult
keywords: Affective priming; Evaluative priming; Integrativity; Relational integration; Semantic priming