Asymmetric affective evaluation of words and faces

In two experiments the relationship between direct and indirect forms of affective evaluation was investigated within the framework of a dual‐pathway model (LeDoux, 1986,1989). Emotionally valenced faces were hypothesized to be more directly evaluated affectively than valenced words. A Stroop‐like asymmetry was expected, with faces interfering more with word evaluation than vice versa. Similar to experiments investigating affective influences of words on words (Greenwald, Klinger & Liu, 1989), a backward dichoptic pattern‐masking technique was used in both experiments, with lateralized presentations of targets and masked primes in a short and a long presentation condition. In Expt 1, priming of emotionally negative, neutral and positive faces on the affective evaluation of emotionally negative, neutral and positive words was investigated in a two‐alternative forced‐choice task. In Expt 2, primes and targets were reversed. A clear asymmetry occurred in both subliminal and supraliminal conditions, but completely opposite to the one expected. Implications for a dual‐pathway model are discussed.