Can valence and origin of emotional words influence the assessments of ambiguous stimuli in terms of warmth or competence?

Abstract

People tend to think that emotions influence the way they think in a spectacular way. We wanted to determine whether it is possible to prime the assessments of ambiguous stimuli by presenting emotion-laden words. We did not expect the differences in assessments that depend only on the emotional factors to be particularly large. Participants were presented with words differing in valence and origin of an affective state, but aligned for arousal, concreteness, length and frequency of use. Their first task was to remember a word. While keeping the word in mind, their second task was to guess by intuition whether the symbol was related to certain traits. Participants assessed objects represented by coding symbols on the scales of warmth or competence. We expected positive valence and automatic origin to promote higher ratings in terms of warmth and reflective origin to promote higher ratings in terms of competence. Positive valence appeared to boost assessments in terms of both warmth and competence, while the origin effect was found to be dissociative: automatic origin promoted intensity of warmth assessments and reflective origin intensity of competence assessments. The study showed an existing relation between emotional and social aspects of the mind, and therefore supports the conclusion that both domains may result from dual processes of a more general character.