3. Priming

Question 1

Definition: Priming

Prime Object

Answer 1

Priming:

“[…] the processing of an initially encountered stimulus influences a response to a subsequently encountered stimulus.

• Priming occurs because the processing of the prime stimulus makes content, and the cognitive operations used to comprehend and
• manipulate this content, more accessible.” Priming ≈ „blazing the trail“, „facilitation”

Question 2

Types of Priming

Answer 2

Question 3

a) Subliminal Priming

Answer 3

Threshold:

• No clear definition of the boundary between subliminal and supraliminal perception.

Method of limits:

• Intensity of a stimulus which is barely 
perceived and a stimulus that is just no longer perceived are averaged over several passes to determine the threshold

Thresholds: 10-50ms (at central position); under 100ms (at distributed position

Question 4

b) Content Priming

Semantic Priming:

Answer 4

Definition:

• “…prior exposure to related semantic concepts increases the ease of processing of the target;

for example, prior exposure to a related product, such as mayonnaise, facilitates associations to the target product ketchup.”

(1) Evaluative Priming:

• Priming of positive/negative semantic content activates evaluative concepts
• Influences evaluation of independent contents

Example: sunshine ↔ Love; smiling faces ↔ good

(2) Goal Priming:

Question 5

b) Content Priming

Affective Priming

Answer 5

An affect is:

“a neurophysiological state that is consciously accessible as a simple, non-reflective feeling that is an integral blend of hedonic (pleasure–displeasure) and arousal (sleepy–activated) values”

• emotion (=object-oriented)

• mood (=not object-oriented, longer duration)

Example: Experimental Design?

1. Factor: Music à Pleasant, Unpleasant
2. Factor: Awareness à Yes or No

–> 2x2 design

Question 6

b) Content Priming

Behavioral Priming

Answer 6

Direct:

Assumption:

• Physical behavior has a meaning, i.e., it transmits semantic, affective and goal-orientated information

Typically occurs in the case of observation and imitation

Only occurs: if the behavior is Indirect

• Easy to do
• Linked to objectives (e.g. need for attachment)
• Situationally appropriate

Indirect:

Semantic, affective or goal primes make a certain behavior more likely

Question 7

c) Cognitive Process Priming

Answer 7

Priming the orientation of cognitive processes:

• the activation of a process makes it more likely that it will be used in subsequent processing tasks

Orientation of cognitive processes:

• information processing: Global vs. local (piecemeal- vs. category-based processing) (see chapter 2.1. and 2.2)
• information recognition: Gestalt vs. component orientation