Does sunshine prime loyal … or summer? Effects of associative relatedness on the evaluative priming effect in the valent/neutral categorisation task.

After 30 years of research, the mechanisms underlying the evaluative priming effect are still a topic of debate. In this study, we tested whether the evaluative priming effect can result from (uncontrolled) associative relatedness rather than evaluative congruency. Stimuli that share the same evaluative connotation are more likely to show some degree of non-evaluative associative relatedness than stimuli that have a different evaluative connotation.