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).


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.


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


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


How the Voice Persuades

Alex Van Zant, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA

Read More


Explaining the Attraction Effect: An Ambiguity-Attention-Applicability Framework

Sharlene He, Concordia University, Canada
Brian Sternthal, Northwestern University, USA

Read More


Cues to Sincerity: How People Assess and Convey Sincerity in Language

Alixandra Barasch, New York University, USA
Juliana Schroeder, University of California Berkeley, USA
Jonathan Zev Berman, London Business School, UK
Deborah Small, University of Pennsylvania, 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.