The role of awareness in affective information processing: An exploration of the Zajonc hypothesis

Abstract

The present study explores the role of awareness in the processing of hedonically valent stimuli. We demonstrate that stimulus awareness is not necessary for stimulus valence either to elicit an affective response or to influence a subsequent cognitive decision. The results are interpreted as providing qualified support for Zajonc’s hypothesis regarding the independence of affective and cognitive processing systems. However, we suggest that this simple dichotomy is in need of revision. © 1984, The Psychonomic Society, Inc.. All rights reserved.