The cross-modal affective priming effect: Effects of the valence and arousal of primes

• Cheng Kang

  Tianshui Normal University

• Nan Ye

  Huzhou University

• Fangwen Zhang

  Northwest University , Northwest University

• Yanwen Wu

  Tianshui Normal University

• Guichun Jin

  Tianshui Normal University

• Jihong Xie

  Tianshui Normal University

• Lin Du

  Gansu University of Political Science and Law

Although studies have investigated the influence of the emotionality of primes on the cross-modal affective priming effect, it is unclear whether this effect is due to the contribution of the arousal or the valence of primes. We explored how the valence and arousal of primes influenced the cross-modal affective priming effect. In Experiment 1 we manipulated the valence of primes (positive and negative) that were matched by arousal. In Experiments 2 and 3 we manipulated the arousal of primes under the conditions of positive and negative valence, respectively. Affective words were used as auditory primes and affective faces were used as visual targets in a priming task. The results suggest that the valence of primes modulated the cross-modal affective priming effect but that the arousal of primes did not influence the priming effect. Only when the priming stimuli were positive did the cross-modal affective priming effect occur, but negative primes did not produce a priming effect. In addition, for positive but not negative primes, the arousal of primes facilitated the processing of subsequent targets. Our findings have great significance for understanding the interaction of different modal affective information.

1. Cheng Kang, Tianshui Normal University
   School of Teacher Education
2. Nan Ye, Huzhou University
   School of Teacher Education
3. Fangwen Zhang, Northwest University, Northwest University
   School of Public Administration
4. Yanwen Wu, Tianshui Normal University
   School of Teacher Education
5. Guichun Jin, Tianshui Normal University
   School of Teacher Education
6. Jihong Xie, Tianshui Normal University
   School of Teacher Education
7. Lin Du, Gansu University of Political Science and Law
   School of Economics and Management

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