Bilateral Affective Priming and Consumer Judgment

The valence hypothesis of emotional processing (Silberman and Weingartner, 1986) postulates that the left hemisphere is specialized for processing positive emotional stimuli and the right hemisphere is specialized for processing negative emotional stimuli. This paper extends this research by examining how emotional lateralization processing may impact judgment. Affective stimuli with positive or negative valence are presented subliminally in participants' right or left visual field while participants are asked to judge a target appearing in the center. Results from three studies show that participants' judgment of the target is more favorable when the affective prime is processed by the specialized hemisphere (i.e., negative primes in the left visual field or positive primes in the right visual field), regardless of the valence of the prime. These results differ from the classic affective priming effects whereby participants' judgment of the target assimilates toward the valence of the prime (i.e., a positive prime leads to more positive judgment, whereas a negative prime leads to more negative judgment).



Citation:

Jiewen Hong, Angela Y. Lee, and Wen Li (2008) ,"Bilateral Affective Priming and Consumer Judgment", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 59-62.

Authors

Jiewen Hong, Northwestern University
Angela Y. Lee, Northwestern University
Wen Li, Northwestern University



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Enhancing Perceptions toward In-Home Artificial Intelligence Devices through Trust: Anthropomorphism and Non-Branded Device Messages

Seth Ketron, East Carolina University
Brian Taillon, East Carolina University
Christine Kowalczyk, East Carolina University

Read More

Featured

Perceptions of Disability in the Marketplace: Moral Character Inferences and Persuasion

Helen van der Sluis, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Kirk Kristofferson, Ivey Business School

Read More

Featured

The Pleasure of Being Right (Even When the World Is Bad)

Carey K. Morewedge, Boston University, USA
Janna Russmann, University of Cologne
Danica Mijovic-Prelec, Massachusetts Institute of Technology, USA
Drazen Prelec, Massachusetts Institute of Technology, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.