Automatically elicited fear: Conditioned skin conductance responses to masked facial expressions

We hypothesized that attitudes characterized by a strong association between the attitude object and an evaluation of that object are capable of being activated from memory automatically upon mere presentation of the attitude object. We used a priming procedure to examine the extent to which the mere presentation of an attitude object would facilitate the latency with which subjects could indicate whether a subsequently presented target adjective had a positive or a negative connotation. Across three experiments, facilitation was observed on trials involving evaluatively congruent primes (attitude objects) and targets, provided that the attitude object possessed a strong evaluative association. In Experiments 1 and 2, preexperimentally strong and weak associations were identified via a measurement procedure. In Experiment 3, the strength of the object-evaluation association was manipulated. The results indicated that attitudes can be automatically activated and that the strength of the object-evaluation association determines the likelihood of such automatic activation. The implications of these findings for a variety of issues regarding attitudes--including their functional value, stability, effects on later behavior, and measurement--are discussed.

Facial gestures have been given an increasingly critical role in models of emotion. The biological significance of interindividual transmission of emotional signals is a pivotal assumption for placing the face in a central position in these models. This assumption invited a logical corollary, examined in this article: Face-processing should be highly efficient. Three experiments documented an asymmetry in the processing of emotionally discrepant faces embedded in crowds. The results suggested that threatening faces pop out of crowds, perhaps as a result of a preattentive, parallel search for signals of direct threat.