The present research demonstrates that very brief variations in affect, being around 1 s in length and changing from trial to trial independently from semantic relatedness of primes and targets, modulate the amount of semantic priming. Implementing consonant and dissonant chords (Experiments 1 and 5), naturalistic sounds (Experiment 2), and visual facial primes (Experiment 3) in an (in)direct semantic priming paradigm, as well as brief facial feedback in a summative priming paradigm (Experiment 4), yielded increased priming effects under brief positive compared to negative affect. Furthermore, this modulation took place on the level of semantic spreading rather than on strategic mechanisms (Experiment 5). Alternative explanations such as distraction, motivation, arousal, and cognitive tuning could be ruled out. This phasic affective modulation constitutes a mechanism overlooked thus far that may contaminate priming effects in all priming paradigms that involve affective stimuli. Furthermore, this mechanism provides a novel explanation for the observation that priming effects are usually larger for positive than for negative stimuli. Finally, it has important implications for linguistic research, by suggesting that association norms may be biased for affective words.
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