About: Affect priming

Affective priming, also called affect priming, is a type of response priming and was first proposed by Russell H. Fazio. This type of priming entails the evaluation of people, ideas, objects, goods, etc., not only based on the physical features of those things, but also on affective context. The affective context may come from previous life experiences, and therefore, primes may arouse emotions rather than ideas. Most research and concepts about affective priming derive from the affective priming paradigm, which looks to make judgments of neutral affective targets following positive, neutral, or negative primes. A prominent derivation of affective priming paradigm is the Affect Misattribution Procedure (AMP), developed by Payne, Cheng, Govorun, and Stewart. The main idea of AMP is to measu