Journal of Personality and Social Psychology Copyright 2006 by the American Psychological Association
2006, Vol. 91, No. 3, 385 405 0022-3514/06/$12.00 DOI: 10.1037/0022-3514.91.3.385
At the Boundaries of Automaticity: Negation as Reflective Operation
Roland Deutsch, Bertram Gawronski, and Fritz Strack
University of Würzburg
The present research investigated whether automatic social cognitive skills are based on the same
representations and processes as their controlled counterparts. Using the cognitive task of negating
valence, the authors demonstrate that enhanced practice in negating the valence of a stimulus can lead
to changes in the underlying associative representation. However, procedural, rule-based components of
negations were generally unaffected by practice (Experiments 1 3). Moreover, negations of evaluative
stimuli did not influence automatic evaluative responses to these stimuli, unless the negation was
included in the associative representation of a stimulus (Experiments 4 6). These results suggest that
some practice-related skill improvements are limited to conditions in which a general procedure can be
substituted by the retrieval of results of previous applications from associative memory. Implications for
research on automaticity and social cognition are discussed.
Keywords: automaticity, practice, skill learning, evaluation, priming
Many facets of social cognition and behavior are influenced to is engaged (Bargh, 1997, p. 28) and thus may ultimately become
a large degree by automatic processes (Bargh, 1997). Apparently, automatic. A question that has received relatively little attention in
various affective and cognitive responses can occur with little the social cognitive literature, however, is what happens to the
awareness, intention, control, and cognitive effort if they are underlying computations and representations when a complex
highly practiced (see E. R. Smith, 1989; E. R. Smith, Branscombe, social cognitive skill becomes automatic. This is an important
& Borman, 1988; E. R. Smith & Lerner, 1986). Initially, research issue because some theories of automatization (e.g., Logan, 1988)
on automaticity in the social domain addressed rather simple suggest that rule-based, algorithmic processes may be substituted
processes such as stereotype or attitude activation (e.g., Devine, by one-step retrieval from associative memory (see Moors & De
1989; Fazio, Sanbonmatsu, Powell, & Kardes, 1986; Higgins, Houwer, 2006). In such cases, the outcome of a specific rule
Rholes, & Jones, 1977). More recently, however, social psychol- application is directly retrieved from memory, thus making a
ogists have also studied automaticity in the domain of more deliberate application of the rule obsolete. Such shifts possibly go
complex phenomena, such as motivated behavior (Bargh & Barn- hand in hand with changes in the processing capabilities of the
dollar, 1996); problem solving (Dijksterhuis, 2004); trait, causal, skill. In many cases, however, association-based retrieval pro-
and goal inferences (e.g., Hassin, Aarts, & Ferguson, 2005; Hassin, cesses may be indistinguishable from controlled rule application.
Bargh, & Uleman, 2002; Uleman, 1999); or social comparisons This may erroneously be interpreted as evidence that the controlled
(e.g., Stapel & Blanton, 2004). processes underlying the skill have themselves become automatic.
The omnipresence of automatic phenomena in social psychol- The present research focuses on representational and computa-
ogy has led social cognition researchers to conclude that presum- tional shifts for a particular mental operation: the negation of
ably  any skill, be it perceptual, motor, or cognitive, requires less valence. Specifically, we demonstrate that the associative out-
and less conscious attention the more frequently and consistently it comes of repeatedly negated evaluations show typical features of
automaticity, whereas rule-based components do not. Negations
(i.e., the reversal of the truth value of a proposition) have been
shown to play a crucial role in many social cognitive phenomena,
Roland Deutsch, Bertram Gawronski, and Fritz Strack, Department of
such as attitude change (e.g., Jung Grant, Malaviya, & Sternthal,
Psychology, University of Würzburg, Würzburg, Germany.
2004; Petty, Tormala, Brińol, & Jarvis, 2006), stereotype control
Bertram Gawronski is now at the Department of Psychology, University
(e.g., Kawakami, Dovidio, Moll, Hermsen, & Russin, 2000), and
of Western Ontario, London, Ontario, Canada.
person perception (e.g., Mayo, Schul, & Burnstein, 2004). Thus,
This research was supported by Grant Str. 264/21-1 from the German
not only can the study of automaticity in the domain of negations
Science Foundation. Portions of this article were presented at the Annual
be expected to improve our understanding of automatization pro-
Meeting of the Person Memory Interest Group 2003, West Greenwich,
cesses per se, but it may also provide deeper insights into the
Rhode Island. Experiments 4 6 were part of a doctoral thesis, submitted
underlying processes of many social cognitive phenomena, in-
by Roland Deutsch to the University of Würzburg. We would like to thank
the Würzburg Social Cognition Group, the Group for Attitudes and Per- cluding the ones mentioned above.
suasion at the Ohio State University, Barbara Kaup, and Eliot Smith for
helpful suggestions on this research.
Automaticity and Unique Roles of Control
Correspondence concerning this article should be addressed to Ro-
land Deutsch, Lehrstuhl für Psychologie II, Universität Würzburg,
Röntgenring 10, 97070 Würzburg, Germany. E-mail: deutsch@ Traditionally, automaticity is defined by a set of features such as
psychologie.uni-wuerzburg.de independence of awareness, independence of intention, high effi-
385
DEUTSCH, GAWRONSKI, AND STRACK
386
ciency, and little opportunity to inhibit the automatic process 1977; Shiffrin & Dumais, 1981; Strayer & Kramer, 1990). How-
voluntarily (see Bargh, 1994). There is great consensus that prac- ever, it is less clear whether rule strengthening generates true
tice of a skill is a precondition for use of the skill to become more automaticity. Rule strengthening was primarily documented with
efficient and finally automatic (e.g., Gupta & Cohen, 2002; Logan, skills operating far from automatic performance. For instance, J. R.
1988; Moors & De Houwer, 2006). Many theories of automatiza- Anderson et al. (1997) had participants extensively practice dif-
tion assume that shifts toward automaticity occur because practice ferent semantic rules over 4  5 days; response latencies were well
makes time-consuming control processes obsolete. According to above 1,000 ms in all experiments at the end of training. E. R.
Schneider and Shiffrin (1977), a resource-limited process is re- Smith et al. (1988) found evidence for an increase in the efficiency
sponsible for coordinated response selection in nonautomatic re- of a general procedure to infer traits from behaviors. However, the
sponding. With consistent practice, however, the respective
degree of training was rather limited (60  250 trials), and response
stimulus response associations are permanently stored in long- latencies remained above 1,000 ms after training. Other studies
term memory. As a result, merely perceiving a relevant stimulus
reported comparable (or even lower) degrees of practice and speed
immediately activates the response (Schneider & Chein, 2003). In
of responding (Rüter & Mussweiler, 2004; E. R. Smith & Lerner,
a similar vein, Logan (1988) assumed that without practice, gen- 1986). Thus, even though practice may indeed speed up the orig-
eral but slow algorithms solve cognitive tasks. When this happens
inal computations, we are not aware of studies showing that
frequently for a specific task, the solution to that task becomes
extended practice results in very fast response latencies that would
stored in memory and is quickly activated upon the perception of
suggest independence from intentional control.
task-relevant stimuli. Consider, for example, the case of mental
arithmetic. If a child learns to multiply one-digit numbers, he or
Automatic Social Cognition
she will start out with applying a general rule for multiplication
(e.g., repeated additions). With extended practice of a task (e.g.,
The above analysis is of great importance for automaticity in the
mentally multiplying 6 6), the solution to this task (e.g., 36)
social domain. Phenomena such as stereotype and attitude activa-
becomes stored in memory and associated with the representation
tion can be readily reconstructed as instance-based automaticity.
of the original task. Thus, the inefficient algorithm becomes ob-
For example, perceiving a person of a stereotyped group or an
solete, because the solution can be retrieved directly from memory
attitude object may be sufficient to activate well-practiced stereo-
(see also Zeelenberg, Wagenmakers, & Shiffrin, 2004).
typic or evaluative associations in memory. The application of
What kind of processes may be responsible for inefficiency with
stereotypes, however, may require controlled processing to estab-
unpracticed skills? Theories of control suggest that there may be a
lish a relation between the stereotype and a concrete person. Even
limited number of basic control functions, which are inherently
more so, complex social cognitive skills probably represent a
inefficient. Among the most important functions are the assembly
mixture of automatic activation in associative memory on the one
of new, unlearned sequences of behavior and planning (e.g.,
hand, and core control processes on the other hand. For instance,
Bargh, 2004; Miller & Cohen, 2001); abstract, relational reasoning
pursuing an unpracticed goal involves the activation of the goal
and the active maintenance of multiple representations (Hummel
construct in memory, the directed search of possible means to
& Holyoak, 2003; O Reilly, Braver, & Cohen, 1999); the regula-
achieve that goal, and their combination to new sequences of
tion of response conflicts (e.g., Amodio et al., 2004; Botvinick,
action (e.g., Bargh, 2004). To the degree that these genuine control
Braver, Barch, Carter, & Cohen, 2001); and the inhibition of
elements cannot be fully automatized, one can expect that the
goal-inappropriate habits (E. E. Smith & Jonides, 1999). There is
computations underlying complex social cognitive skills change
evidence that these control functions are implemented in a limited
during automatization. This assumption is in line with current
number of interconnected neural systems (e.g., Heyder, Suchan, &
dual-system models of social cognition (e.g., Lieberman, Gaunt,
Daum, 2004; Ridderinkhof, van den Wildenberg, Segalowitz, &
Gilbert, & Trope, 2002; E. R. Smith & DeCoster, 2000; Strack &
Carter, 2004), the most important being the prefrontal cortex
Deutsch, 2004). These theories distinguish between two process-
(Miller & Cohen, 2001; E. E. Smith & Jonides, 1999). Presumably,
ing systems, which differ in the way and degree to which they
these control functions are strongly capacity limited and profit
support automatic processing. In these theories, the system respon-
only little from practice. Thus, to the degree a skill contains such
sible for cognitive control is assumed to generate and manipulate
elements, it seems plausible that memory retrieval processes rather
than automatization of the control functions themselves are re- symbolic, propositional representations on the basis of abstract
rules of reasoning. The automatic system, in contrast, is assumed
sponsible for performance enhancements.
to generate responses on the basis of simple associative structures
In addition to memory-based automaticity, some researchers
and spread of activation through associated contents. These asso-
have proposed that abstract procedures or rules can become more
ciative processes lack abstract thinking capabilities like negation
efficient with practice (J. R. Anderson, 1993; Gupta & Cohen,
or explicit representations of time, are content-specific, and are
2002). Take again the case of mental arithmetic. Extended practice
less flexible than reflection. Resembling Logan s (1988) instance
of multiplying one-digit numbers may also make the general rule
or algorithm of repeated additions more efficient. In this case, the theory, these models explicitly assume that frequently generating a
algorithm may remain the same, but it may become more efficient response in a rule-based, controlled manner creates  the conditions
because of enhanced accessibility or attunement of the sequence of for associative learning, so eventually the same answer can be
subprocesses (J. R. Anderson, 1993). Both rule strengthening and retrieved by pattern-completion from the associative system, ren-
instance learning have been well documented in the literature (J. R. dering the step-by-step procedure superfluous (E. R. Smith &
Anderson, Fincham, & Douglass, 1997; Gupta & Cohen, 2002; DeCoster, 2000, pp. 115 116). Hence, in these models, automati-
Logan, 1988; Schneider & Chein, 2003; Schneider & Shiffrin, zation is a consequence of responding being transferred from the
BOUNDARIES OF AUTOMATICITY
387
rule-based, reflective system to the association-based impulsive previous studies demonstrating practice-related generalization ef-
system (Lieberman et al., 2002; Strack & Deutsch, 2004). fects in the social domain contain a semantic overlap in the
So far, very few studies have addressed the question of possible employed stimulus material (e.g., E. R. Smith, 1989; E. R. Smith
changes in the representations and computations underlying com- et al., 1988; E. R. Smith & Lerner, 1986). As such, these studies
plex social cognitive skills (e.g., Rüter & Mussweiler, 2004; E. R. are limited in their conclusiveness of the observed generalization
Smith, 1989; E. R. Smith et al., 1988; E. R. Smith & Lerner, 1986). to new exemplars. In the present research, we tried to overcome
From a general perspective, these studies provide evidence for these limitations by using a task that allows measurement of the
both rule strengthening and instance learning. Yet, as described unique impact of rule-based and content-based elements indepen-
above, performance in these studies was far from automatic. An- dent of generalization. Specifically, we designed an evaluation
other ambiguity results from the fact that studies in the social task comprising affirmations and negations attached to positive
domain usually estimate the degree of content-independent prac- and negative words. This skill to negate the evaluative meaning of
tice through the generalization of practice to new instances. How- a proposition is particularly fit to overcome the problems associ-
ever, observed generalization may have occurred because of mem- ated with previous practice studies based on generalization. More
ory activation instead of rule strengthening. For instance, E. R. precisely, we argue that comparing responses to affirmed and
Smith and Lerner (1986) repeatedly asked participants to indicate negated words allows for direct estimation of the speed of the
whether a given list of four traits was typical for a waitress (or a procedure to negate.
librarian). After participants practiced this task with typical and A second reason for the study of negations is their significance
nontypical traits, the target stereotype was switched. Then, partic- for many social cognitive phenomena. Negations have gained
ipants had to perform the same task with the librarian (or waitress) considerable interest in social cognition research during the past
stereotype. E. R. Smith and Lerner observed a considerable trans- decade. Generally, negations were shown to put a particular strain
fer from one task to the other. As E. R. Smith and Lerner con- on cognition. With little motivation and resources, people were
cluded, this may be regarded as evidence for a genuine speed up of demonstrated to fail to extract the meaning of negations and to
the cognitive procedure independent of the content. However, one respond in a way opposite to what was implied by logic. For
could object that the employed traits and stereotypes share seman- instance, in research on persuasion, several studies have demon-
tic overlap. For instance, some traits that are stereotypically attrib- strated that persuasive attempts containing negated terms (e.g.,
uted to waitresses (e.g., being extraverted) are the exact opposite of Drinking is not sexy) can lead to attitude changes in the opposite
what is stereotypically attributed to librarians (e.g., being intro- direction of what was intended (e.g., making drinking more attrac-
verted). Because activating one pole of a dimension in memory tive; Christie et al., 2001; Jung Grant et al., 2004; Skurnik, Yoon,
often increases the accessibility of the whole dimension (Park, Park, & Schwarz, 2005). In the realm of behavior-to-trait infer-
Yoon, Kim, & Wyer, 2001), practicing to respond to the waitress ences, Mayo et al. (2004) showed that perceivers need more
stereotype may also enhance the accessibility of semantic contents cognitive resources to infer the absence of traits from behaviors
relevant to the librarian stereotype, thus leading to transfer effects. than to infer their presence, unless there is a schema for transform-
Similar content-based effects may have also been prevalent in ing the negation into an affirmative concept (see also Hasson,
other studies using generalization of practice as a criterion (e.g., Simmons, & Todorov, 2005). Studying the role of negations in
E. R. Smith, 1989; E. R. Smith et al., 1988). Generally speaking, stereotype control, Kawakami et al. (2000) found that highly
as long as there is semantic overlap between the materials used for extensive training in the negation of stereotypic associations can
practice and transfer, results of generalization paradigms are still reduce their automatic activation in memory. In addition to these
open to alternative interpretations. findings, numerous studies have suggested that attitudes and be-
In a similar vein, demonstrating that a preexisting complex liefs tend to sustain in memory at a residual level, even when their
social cognitive skill can be executed with little intention, con- original basis was invalidated by negation (e.g., C. A. Anderson,
sciousness, control, and cognitive effort does not provide clear 1982; Petty et al., 2006; Walster, Berscheid, Abrahams, & Aron-
evidence that the skill is still based on the same computations as son, 1967; Wyer & Unverzagt, 1985). A similar perseverance is
the controlled counterpart. Such demonstrations require experi- involved in the innuendo effect, in which a negated negative
mental situations in which instance-based responding and rule- statement about a specific person (e.g., This politician was not
based responding yield diverging results. Relying on already ex- bribed) leads to more negative attitudes toward this person (Weg-
isting skills makes this endeavor difficult, because it is not known ner, Wenzlaff, Kerker, & Beattie, 1981). Given the significance of
what exactly is stored in memory by the virtue of previous negations for these phenomena, we expect the present research to
practice. provide deeper insights into the cognitive processes that may be
responsible for the abovementioned findings.
Finally, negation can be seen as a prototype of an abstract,
The Present Research
rule-based reasoning process. Particularly, explicit negations re-
The above analysis implies that the representations and compu- quire a propositional representation, in which the meaning of the
tations underlying cognitive skills may change over the course of negated construct (e.g., This is not a friend) is activated and
automatization. Changes in underlying representations are of maintained in working memory while the meaning of the negated
greatest relevance for those social cognitive skills, which origi- proposition (e.g., This is an enemy) is construed (e.g., Kaup,
nally include primary control functions, such as planning, regula- Zwaan, & Lüdtke, in press). Such maintenance and construal
tion of unwanted habits, and abstract reasoning. In these cases, a processes are a core function of cognitive control (Miller & Cohen,
shift from rule-based to association-based processing will go hand 2001) and may play an important role for a number of social
in hand with a loss of distinct properties of the original skill. Many cognitive processes. For instance, generating explicit inferences
DEUTSCH, GAWRONSKI, AND STRACK
388
about relations between people presumably requires symbolic,
abstract reasoning (Hummel & Holyoak, 2003). Likewise, gener-
ating and correcting causal attributions may specifically rely on the
same type of reasoning (e.g., Lieberman et al., 2002; Satpute et al.,
2005). In their dual-system model, E. R. Smith and DeCoster
(2000) described a number of social cognitive processes that may
be based on symbolic, rule-based processing, among them coun-
terfactual thinking, social transmittal of knowledge, the justifica-
Figure 1. Response-latency model for Experiments 1 3. In response to
tion of attitudes and behaviors, and the correction of socially
affirmed (A) and negated (B) targets, the word valence must be determined
undesirable stereotypes or attitudes (see also Strack & Deutsch,
in order to determine the correct response (left vs. right key). Negated
2004). In a similar vein, Miller and Cohen (2001) argued that
targets, however, additionally require participants to reverse the word
cognitive control involves the  active maintenance of patterns of
valence.
activity that represent goals and the means to achieve them (p.
171). Particularly, control is seen as responsible to store and
flexibly switch between abstract rules of responding. Such pro-
Gilbert, 1991; Gough, 1965; Wason, 1959). Hence, the difference
cesses are especially important for the negation of valence. Usu-
in response latencies toward affirmed and negated targets can be
ally, words appear in affirmed versions, and their perception is
used as an estimate of the time needed to reverse the word valence
often sufficient to activate their valence in memory. If a negation
(Donders, 1969). Based on the considerations outlined above, we
is attached to a word, a correct task solution requires one to
expected that the activation of word valence and the reversal of
override expressing the automatically activated evaluation, and to
word valence are differentially affected by practice. Particularly,
substitute it with the inferred valence. Thus, findings regarding the
we expected that when participants retrieve the valence of a given
automatization of negations may help to determine how explicit
word over and over again, its valence should become highly
social cognitive processes involving flexible rule-based, proposi-
accessible in memory (Fazio, 1995). Moreover, the mapping of
tional reasoning respond to enhanced practice.
valence and response keys should be stored in memory, such that
To investigate the quality of automatization processes in the
pressing the correct key associated with a given valence should
context of valence negation, we conducted a total of six experi-
become more efficient with practice. Therefore, we expected an
ments. In Experiments 1 3, participants practiced evaluating af-
overall speed up of response latencies. The reversal of the word
firmed and negated positive and negative words. We expected that
valence, on the other hand, constitutes a general procedure that has
training would speed up responses in general through content-
its roots in higher order rule-based processes. As such, the speed of
based mechanisms. However, the overall speed to negate the
valence reversal should be unaffected by extended practice. In
valence of a word should be unaffected by practice. In Experi-
other words, the difference in response latencies for affirmed and
ments 4  6, we studied automatic evaluations of affirmed and
negated words can be interpreted as a proxy for the speed of
negated positive and negative words in a sequential priming task.
reversal, and this difference should remain constant over various
We expected that the stored evaluative meaning of a given word is
levels of practice.
activated automatically. However, negating its evaluative meaning
should require higher order rule-based processes, unless the com-
Method
pound meaning of the negated word is stored as a separate instance
in associative memory.
Participants and Design
A total of 42 students of the University of Würzburg (28 women, 14
Experiment 1
men) took part in a study purportedly concerned with attention and per-
formance. Participants received Ź 6 (approximately U.S. $5 at that time) as
The aim of Experiment 1 was to study how practice affects
compensation. The experiment consisted of a 2 (word valence: positive vs.
associative and rule-based aspects of evaluation. To disentangle
negative) 2 (qualifier: affirmation vs. negation) 6 (practice block:
these elements, we used the subtraction method proposed by
1 6) within-subject design.
Donders (1969). Specifically, we construed a task in which par-
ticipants had to evaluate affirmed (e.g., a party) and negated (e.g.,
Procedure
no party) versions of positive and negative words by pressing
appropriate keys. Over six blocks, participants practiced this task
The experiment was part of a larger set of unrelated studies and took
in a total of 600 trials. In each of these blocks, a given word about 40 min. The whole battery of studies took about 1 hr. Under the guise
of studying the ability to concentrate while working with a computer,
appeared equally often in an affirmed and a negated version. The
participants repeatedly evaluated affirmed and negated words. Participants
rationale for using this setup becomes apparent in Figure 1. In
worked on six blocks of practice, each consisting of 100 trials. The six
response to both affirmed and negated target words, participants
blocks were separated by breaks of 20 s. In the course of each block, each
must determine the valence of the word to identify the correct key.
of 20 stimuli (5 each affirmed positive, negated positive, affirmed negative,
As long as the words have a clear positive or negative connotation,
and negated negative) was presented 5 times. Consequently, participants
this process is presumably based on memory activation. With
evaluated each qualifier word combination 30 times during this experi-
affirmed targets (see Figure 1A), this memory activation process is
ment. Each trial started with the presentation of a warning signal (XXX) in
sufficient to determine the correct response. With negated targets
the center of the screen for 500 ms followed by a blank screen for 200 ms.
(see Figure 1B), however, the retrieved valence must be reversed
Then the stimulus was presented in bold 30-point Arial font letters in bright
to determine the correct response (see Clark & Chase, 1974; yellow color on a black background. Participants were asked to press a
BOUNDARIES OF AUTOMATICITY
389
left-hand key (A key) for positive stimuli and a right-hand key (5 number respective contrasts were significant up to Block 4 (all Fs 6.80,
pad key) for negative stimuli. After correct responses, the next trial started
all ps .05), whereas no significant increase occurred in the last
immediately, resulting in a response stimulus interval of 700 ms. For
two blocks (all Fs 0.50, all ps .5). Most important to our
incorrect responses, participants received error feedback (Error! Positive 
hypotheses, participants responded slower to negated targets (M
left, negative  right), which remained on the screen for 1,500 ms. If
952 ms, SD 119 ms) as compared with affirmed targets (M
participants did not respond within 2,000 ms, the trial was aborted, and a
849 ms, SD 104 ms), and this processing advantage of affirmed
warning message (Try to respond faster!) was displayed for 1,500 ms.
words was unaffected by practice. This conclusion is supported by
Immediately after feedback for errors and slow responses, the next trial
a significant main effect of qualifier, F(1, 41) 358.60, p .001,
started, resulting in a feedback stimulus interval of 700 ms.
2 .90, and a nonsignificant interaction of Block Qualifier,
F(5, 205) 0.14, p .96, 2 .01 (see Table 1). To further
Materials
specify this result, we calculated the cost of reversing word va-
Each participant practiced with 5 positive and 5 negative words, each of
lence by subtracting the latencies of affirmed trials from the
which repeatedly appeared in both an affirmed and negated form. We
latencies of negated trials as a function of the six blocks. Indepen-
conducted a pretest to identify negations of low frequency in everyday
dent of the degree of practice, responding to a negated word took
language. We reasoned that the use of frequently negated words would
about 100 ms longer than responding to an affirmed word.
prevent participants from actually practicing negations because their va-
In addition to these predicted effects, the specific valence of a
lence could be directly retrieved from memory (see Experiment 6). For this
word influenced response times in several ways. First, negative
purpose, negations of 53 positive and 53 negative words were judged by 71
words (M 940 ms, SD 123 ms) were evaluated more slowly
psychology students with regard to their frequency and their valence. From
these stimuli, we selected 10 positive and 10 negative words, which than positive words (M 860 ms, SD 102 ms), F(1, 41)
revealed low frequency estimates in their negated form, but still exhibited
121.87, p .001, 2 .75. In addition, responses to negative
unambiguous valence (see Appendix A for the words and Appendix B for
words profited more strongly from practice than positive words,
pretest data). Four random subsets, each consisting of 5 positive and 5
F(5, 205) 5.88, p .001, 2 .13. Finally, although affirmed
negative words, were chosen and combined with either an affirming or
words were always evaluated faster than negated words, this effect
negating qualifier. Each participant was randomly assigned to one of the
was somewhat smaller for negative words (Maffirmed 906 ms,
four subsets.
SDaffirmed 124 ms vs. Mnegated 975 ms, SDnegated 126 ms) as
compared with positive words (Maffirmed 792 ms, SDaffirmed 91
Results
ms vs. Mnegated 929 ms, SDnegated 116 ms), F(1, 41) 75.42,
p .001, 2 .65.
Trials on which participants classified the target incorrectly
(7.7%), as well as the first reaction in each block were excluded
from analyses. No anticipations (reaction time [RT] 300 ms)
Discussion
occurred. RTs decreased as a negatively accelerated function of
practice, reaching an asymptote of learning after Block 4 (see
The present results suggest that participants performance in the
Figure 2). This conclusion is supported by the results of a 2 (word
evaluation task strongly profited from the training. In Block 6,
valence) 2 (qualifier) 6 (practice block) analysis of variance
participants needed 13% less time than in Block 1 to respond to
(ANOVA) for repeated measures,1 which yielded a main effect of
affirmed words and 11% less time for negated words. Thus, our
practice block, F(5, 205) 44.16, p .001, 2 .51. The
training procedure was indeed effective in speeding up responses
in the evaluation task. In addition, contrast analyses indicate that
latencies did not further decrease between Blocks 4 and 6, sug-
Affirmation
gesting an asymptotic change in performance. Most important,
1300
Negation
however, the time required to negate the valence of a word was
generally unaffected by practice. Overall, responses to negated
1200
words required about 100 ms more than responses to affirmed
versions of the same words, and this difference was unaffected by
1100
the degree of practice. In other words, it seems that responses
became quicker because either (a) extracting the valence of the
1000
target words or (b) mapping of valence and motor responses (or
both) became more efficient. However, reversing the valence of a
900 word did not become more efficient through practice.
800
Experiment 2
700
Even though results from Experiment 1 are consistent with our
0 1 2 3 4 5 6 7
predictions, the present conclusions are contingent upon the as-
sumption that the difference in response latencies for affirmed and
Block
Figure 2. Response latencies to affirmed and negated words as a function
1
of practice block (Experiment 1). Error bars indicate the standard errors of Degrees of freedom were adjusted according to Greenhouse-Geisser
the means. RT response time. where appropriate.
RT (ms)
DEUTSCH, GAWRONSKI, AND STRACK
390
Table 1
Method
Mean Response Latencies, Standard Errors, and Percentages of
Participants and Design
Error for Responses to Affirmed and Negated Words as a
Function of Practice Block, Experiment 1
Thirty-three students of the University of Würzburg (25 women, 8 men)
took part in a study purportedly concerned with attention and performance.
Block
Participants received Ź 6 (approximately U.S. $5 at that time) as compen-
Qualifier 1 2 3 4 5 6sation. The experiment consisted of a 2 (word valence: positive vs. nega-
tive) 2 (qualifier: affirmation vs. negation) 5 (practice block: 1 5)
within-subject design. In addition, we included a sixth block in which a
Affirmation
new set of words was used.
M 934.29 862.41 841.23 822.66 817.60 813.94
SEM 18.69 17.40 16.47 16.61 16.95 17.11
Error % 9.64 6.82 6.45 4.04 4.43 3.60
Procedure
Negation
M 1,034.42 963.11 947.20 924.74 924.81 917.46
The present experiment lasted about 40 min and was part of a larger set
SEM 20.49 18.97 18.28 18.22 22.71 21.02
of unrelated studies. The training phase was identical to that of Experiment
Error % 14.51 11.47 9.37 8.50 8.32 6.88
1 with one exception. Instead of practicing with the same set of affirmed
and negated words in all six blocks, participants practiced with one set of
words in Blocks 1 5, and then they were tested with a new set of words in
Block 6.
negated targets truly reflects the speed of negation. Thus, Exper-
iment 2 was designed to provide additional evidence that is inde-
Materials
pendent from this measure. In this study, we investigated whether
The same 10 positive and 10 negative words as in Experiment 1 were
practice effects generalize to new, unpracticed instances. If prac-
randomly divided into two sets (Set A and Set B), each containing 5
tice effects leave responses to new, unpracticed items unaffected,
positive and 5 negative words, which were then used either in Blocks 1 5
this would provide additional support for our assumption that
or in Block 6. In each block, every word was presented five times with an
effects of practice are primarily driven by associative mechanisms
affirmation and five times with a negation. In one condition, participants
of memory activation. In the present context, studying generaliza- practiced with Set A in Blocks 1 5 and received Set B in Block 6; in
another condition, participants practiced with Set B in Blocks 1 5, and
tion seems important because memory-based automaticity is
received Set A in Block 6.
bound to the exemplars which were practiced and stored in mem-
ory, whereas general procedures are not (e.g., Logan, 1988; E. R.
Results
Smith et al., 1988).
In Experiment 2, the setup of Experiment 1 was used up to the
Incorrect responses (9.3%), anticipations (RT 300 ms, 0.1%),
fifth block of learning. Block 6, however, consisted of new,
and the first response in each block were excluded from analyses.
unpracticed affirmed and negated words. On the basis of the
Replicating the findings obtained in Experiment 1, response laten-
response-latency model outlined for Experiment 1 (see Figure 1),
cies decreased as a negatively accelerated function of practice,
we predicted that the retrieval of word valence, as well as the
reaching an asymptote of learning after Block 4 (see Figure 3).
mapping of valence and response keys, should become more
This conclusion is supported by the results of a 2 (word valence)
efficient with practice. Hence, we expected response latencies to
drop as a function of practice for both affirmed and negated words
up to Block 5. However, the speed of valence reversal, and hence
1300
Affirmation Negation
the difference between affirmed and negated trials, should remain
Affirmation New Negation New
constant. For Block 6, we expected that practice in valence-
1200
response mapping might to some degree transfer to the new items.
However, participants performance level in Block 6 should not
1100
reach the performance level in Block 5, because of the lack of prior
valence activation for the new, unpracticed items. Most important,
reversing the valence of words should not profit from training at all 1000
and, hence, should require the same amount of time in Block 6 as
in all of the previous blocks. As such, the difference in response
900
latencies for affirmed and negated items in Block 6 should be
equal to those obtained in Blocks 1 5.
800
If, contrary to our reasoning, the obtained speed up in respond-
ing to affirmed and negated words was due to the strengthening of
700
general procedures, this general skill should be transferable to the
0 1 2 3 4 5 6 7
new items. In this case, responses to the new negated words should
Block
profit from the previous practice, whereas responses to the new
affirmed words should not profit at all. As such, latencies for new
Figure 3. Response latencies to affirmed and negated words as a function
affirmed words should be much closer to the performance in the
of practice (Experiment 2). Error bars indicate the standard errors of the
early blocks than to the latencies for new negated blocks. means. RT response time.
RT (ms)
BOUNDARIES OF AUTOMATICITY
391
2 (qualifier) 5 (practice block) ANOVA for repeated measures,2 latency model (see Figure 1), responses in Block 6 were slightly
which yielded a significant main effect for block, F(4, 128) faster than in Block 1. This transfer effect, however, was identical
33.91, p .001, 2 .51. In addition, a significant main effect of for affirmed and negated targets. If the general procedure of
qualifier indicated that response to negated words was generally negating valence had become more efficient through practice,
slower than response to affirmed words, F(1, 32) 340.67, p transfer effects should have been stronger for negated than for
.001, 2 .91. Most important, this effect was independent of affirmed targets. The symmetrical nature of the transfer effect,
practice, as reflected by the nonsignificant interaction of Block however, indicates that transfer was solely due to stored valence
Qualifier, F(4, 128) 1.61, p .19, 2 .05. response associations in memory. In other words, Experiments 1
How did responses to new, unpracticed items profit from pre- and 2 both demonstrated that responding to negated items becomes
vious practice? Inspection of mean values indicates that perfor- quicker with practice, which in itself might have been interpreted
mance for both affirmed and negated new items was somewhere in as evidence for an increase in the efficiency to negate. However,
between the performances in Blocks 1 and 2 (see Table 2). This our data on generalization and the constant difference between
observation is supported by contrast analyses showing that laten- responses toward affirmed and negated words indicate that the
cies in Block 6 differed from all other blocks for both affirmed (all general procedure to negate did not become more efficient with
Fs 4.00, all ps .06) and negated words (all Fs 5.40, all ps extended practice. Rather, improvements in the skill to evaluate
.03). Most important, the increase in response latencies from Block were driven by memory-based, content-specific mechanisms. Ex-
5 to Block 6 was identical for affirmed (M 6.54%, SD 7.49%) periment 3 further demonstrates how content-based mechanisms
and negated (M 6.78%, SD 6.61%) new words, F(1, 32) can lead to performance levels that strongly resemble the speedup
0.03, p .86, 2 .01. Likewise, the decrease in response of an abstract procedure.
latencies from Block 1 to Block 6 did not differ for affirmed (M
3.81%, SD 7.90%) and negated (M 4.10%, SD 8.46%) new
Experiment 3
words, F(1, 32) 0.04, p .84, 2 .01. An ANOVA on the
cost of negation using block (1 6) as a within-subject factor
As indicated by Experiments 1 and 2, evaluating negated ex-
yielded no significant main effect of block, F(5, 160) 1.47, p
pressions requires the application of the general procedure to
.20, 2 .04, suggesting that negation speed was unaffected by
negate, and practice did not enhance the efficiency of this proce-
practice for both trained and untrained items.
dure. In Experiment 3, we tried to implement conditions that
facilitate memory-based automaticity, thus making the general
Discussion
procedure obsolete. Such memory-based automaticity can be ex-
pected if practice creates associations between the representation
The results of Experiment 2 provide further evidence for the
of the stimuli and the correct solution in memory. For instance, the
memory-based nature of practice effects on negating valence.
compound term no way is a frequently used expression in everyday
Replicating the basic findings of Experiment 1, we observed a
English. As such, the meaning of this term may be activated in
general speed up in responses to both affirmed and negated words
memory without applying the operation of negation. That is, the
from Block 1 to Block 5. At the same time, however, the difference
compound term may have acquired independent meaning in asso-
in response latencies remained constant, indicating that the time
ciative memory, which does not require controlled construal pro-
required to reverse word valence was unaffected by practice. This
cesses upon the perception of the two words. An infrequent nega-
pattern corroborates our assumption that the increased accessibility
tion, however, such as no hay, would still require the application
of word valence and stored valence response associations were
of the negation (see Mayo et al., 2004). The training conditions in
responsible for practice effects, whereas the general procedure to
our first two experiments presumably prevented the compounds
negate did not become more efficient by practice. The introduction
from acquiring a new meaning. Research by Schneider and Shif-
of a sixth block, consisting of new, unpracticed targets provided
frin (1977) suggested that automatic responding is most likely to
further evidence for this notion. Consistent with our response-
occur if a stimulus is consistently paired with the same response.
In the previous experiments, however, each word was processed
equally often in an affirmed and a negated version, thus requiring
Table 2
directly opposing responses.
Mean Response Latencies, Standard Errors, and Percentages of
To facilitate the emergence of memory-based automatic pro-
Error for Responses to Affirmed and Negated Words as a
cessing of negations, we used a modified practice task in Experi-
Function of Practice Block, Experiment 2
ment 3. Different from the previous experiments, each word ap-
peared either in an affirmed or a negated manner during training,
Block
but never in both versions. For instance, one group of participants
Qualifier 1 2 3 4 5 6
was presented the word party always with a negating qualifier (i.e.,
no party), but never with an affirming qualifier (i.e., a party). In a
Affirmation
second condition, the same word always appeared in an affirmed
M 978.28 909.60 897.51 885.72 872.81 937.25
manner, but never in a negated manner. This procedural change
SEM 20.45 18.94 18.20 16.96 16.19 18.48
Error % 8.37 7.09 5.31 4.91 5.93 6.74
eradicates the inconsistent pairing of words and valence in mem-
Negation
M 1,120.71 1,032.55 1,014.89 993.00 997.94 1,070.81
SEM 19.14 20.21 22.86 21.12 20.90 18.48
2
Degrees of freedom were adjusted according to Greenhouse-Geisser
Error % 17.91 13.89 12.24 8.80 10.04 13.59
where appropriate.
DEUTSCH, GAWRONSKI, AND STRACK
392
ory, which was prevalent in the first two experiments. Conse- respond to the overall valence of the compound (instead of the valence of
the single words). The critical learning phase consisted of six blocks. In
quently, we expected that participants would store the respective
each of the six blocks, each of five exemplars of the four types of stimuli
compound meanings together with their valence in associative
(i.e., affirmed positive, affirmed negative, negated positive, negated neg-
memory. Thus, with increased practice, the compounds should be
ative) were presented five times, resulting in a total of 100 trials per block.
stored as new concepts in associative memory, and their evaluative
meaning should be activated as easily as for affirmed compounds.
Drawing on these considerations, we expected the difference be-
Materials
tween affirmed and negated trials to decrease as a function of
practice under the conditions implemented in Experiment 3.
For the practice phase, 10 positive and 10 negative words (see Appendix
A problem of the proposed setup is, however, that participants
C) were selected from a standardized list of positive and negative words
may associate a given compound stimulus with the left-hand or the
published by Klauer and Musch (1999). For the critical training blocks, the
right-hand key without activating the specific valence. For in- same 10 positive and 10 negative words as in Experiment 1 were randomly
divided into two sets (Set A and Set B), each consisting of 5 positive and
stance, participants may learn that the compound no party always
5 negative words. In one experimental condition, all words from Set A
implies to press the right-hand key. Hence, seeing no party may
were presented in a negated form, and all words from Set B were presented
become associated with right-hand key instead of negativity. To
in an affirmed manner. In a second condition, the set assignment was
prevent such stimulus key associations, the mapping of valence
reversed.
and key was changed from trial to trial. At the beginning of each
trial, participants were informed whether they had to press the left
(right) key if a positive (negative) expression appeared on the
Results
screen. Thereafter, the affirmed or negated word appeared, and
participants had to press the appropriate key. This way, a given
Incorrect responses (7.0%), anticipations (RT 300 ms,
compound term was always associated with the same valence, but
0.04%), and the first reaction in each block was excluded from
not with the same key.
analyses. Even though the overall response latencies were much
longer than in the previous two studies (most likely because of the
newly implemented key switching), RTs decreased as a negatively
Method
accelerated function of practice (see Figure 4). Different from the
previous studies, however, only responses to affirmed stimuli
Participants and Design
reached asymptotic learning, whereas the responses to negated
Twenty-one psychology students (18 women, 3 men) of the University stimuli continued to become quicker up to the last block. Although
of Würzburg took part in the present study, purportedly on concentration.
responses to negated stimuli again took considerably longer than
Participants received course credit for their participation. The experiment
responses to affirmed stimuli, this difference was reduced by
consisted of a 2 (word valence: positive vs. negative) 2 (qualifier:
practice. These interpretations are supported by the results of a 2
affirmation vs. negation) 6 (practice block: 1 6) within-subject design.
(word valence) 2 (qualifier) 6 (practice block) ANOVA for
Procedure
The experiment took about 30 min and was conducted in group sessions Affirmation
1700
with up to 3 participants. The procedure was identical to that of Experiment
Negation
1 with the following exceptions. To familiarize participants with the
alternating valence-key mapping, we included a practice phase of 40 trials,
in which participants repeatedly evaluated 10 positive and 10 negative
1500
nouns without qualifiers. Participants were instructed to evaluate the words
as quickly as possible by pressing one of two keys, and they were informed
about the alternating key assignment. Each trial started with the presenta-
tion of a warning signal (XXX) in the center of the screen for 200 ms. 1300
Immediately afterward, the words positive and negative were presented on
the left and the right side of the letter string, indicating the key assignment
for the upcoming trial. After 1,000 ms, a positive or negative target word
1100
was presented in the center of the screen. The key assignment and the target
remained on the screen until participants responded. If participants re-
sponded correctly, the next trial started immediately, resulting in a
response stimulus interval of 1,200 ms. For incorrect responses, partici-
900
pants received error feedback (Error!), which remained on the screen for
0 1 2 3 4 5 6 7
1,500 ms. If participants did not respond within 2,000 ms, the trial was
aborted and a warning message (Try to respond faster!) was displayed for
Block
1,500 ms. Immediately after feedback for errors and slow responses, the
next trial started, resulting in a feedback stimulus interval of 1,200 ms. The Figure 4. Response latencies to affirmed and negated words as a function
actual training blocks were identical to the practice phase with two excep- of practice (Experiment 3). Error bars indicate the standard errors of the
tions. Specifically, participants were presented compounds of new affirmed means. Note that because of longer response latencies, the scaling differs
and negated words (instead of single words), and they were instructed to from Figures 2 and 3. RT response time.
RT (ms)
BOUNDARIES OF AUTOMATICITY
393
Table 3
Mean Response Latencies, Standard Errors, and Percentages of Error for Responses to Affirmed
and Negated Words as a Function of Practice Block, Experiment 3
Block
Qualifier 123456
Affirmation
M 1,319.12 1,171.45 1,145.72 1,075.87 1,051.31 1,036.33
SEM 33.18 34.26 35.60 33.24 36.11 31.15
Error % 6.82 5.73 5.14 5.06 5.60 5.62
Negation
M 1,560.96 1,381.27 1,342.38 1,303.24 1,254.20 1,202.34
SEM 44.28 43.60 44.91 44.53 42.40 36.18
Error % 10.54 8.97 6.94 8.23 8.07 8.89
repeated measures,3 which yielded a significant main effect for in associative memory was assumed to be facilitated. The data
block, F(5, 100) 51.01, p .001, 2 .72; a significant main indeed support this notion. As in the previous experiments, train-
effect of qualifier, F(1, 20) 113.91, p .001, 2 .85; and ing generally reduced response latencies toward affirmed and
most important, a significant interaction of Qualifier Block, F(5, negated stimuli. Different from the previous experiments, how-
100) 2.55, p .032, 2 .11 (see Table 3). Simple contrasts ever, the reduction was not symmetrical for affirmed and negated
revealed significant learning effects for affirmed stimuli up to words. In particular, negated words profited more from the training
Block 4 (except for the contrast between Blocks 2 and 3; all Fs than affirmed words. This asymmetry was indicated by asymptotic
11.00, all ps .03), but not for the last two blocks (all Fs 2.70, learning curves for affirmed words but not for negated words.
all ps .1). For negated stimuli, on the other hand, all contrasts Moreover, unlike in the previous experiments, the difference be-
(except for the one between Blocks 4 and 5) were significant (all tween response latencies to affirmed and negated words decreased
Fs 4.00, all ps .051). To further specify the significant as a function of practice. This result suggests that, with extended
interaction, we computed the cost of reversing word valence by practice, participants stored the overall valence of the negated
subtracting the latencies of affirmed trials from the latencies of expressions in memory and were thus able to retrieve them directly
negated trials as a function of the six blocks. Contrast analyses with greater efficiency. As such, the cost of negating a given
revealed a significant decrease in the cost of negation from Blocks compound declined as a function of practice.
1 6, F(1, 20) 13.23, p .002, 2 .40; Blocks 4 6, F(1, Even though Experiments 1 3 are consistent with our predic-
20) 7.80, p .01, 2 .28; and Blocks 5 6, F(1, 20) 4.57, tion, one might object that the mental operation to reverse the
p .04, 2 .19, and the overall linear contrast was significant valence of a word is frequently used in everyday language and
too, F(1, 20) 9.10, p .007, 2 .31. thinking. Therefore, the level of efficiency may have already
As with Experiment 1, word valence influenced response
reached a maximum, which cannot be altered by further training.
times in several ways. First, negative words (M 1,259, SD
According to this reasoning, the failure to observe a decrease in the
150) were evaluated more slowly than positive words (M
time of negating valence may simply be a floor effect, because
1,215, SD 159), F(1, 20) 29.88, p .001, 2 .60. This
negating might already be an automatic skill. If this assumption is
main effect of word valence was qualified by an interaction
correct, negation should operate independent from intention (see
with the qualifier, indicating that negative words were pro- Shiffrin & Dumais, 1981) and cognitive capacity. In contrast to
cessed slower only when they were affirmed (Mnegative 1,185,
this interpretation, however, the processing of negations has been
SDnegative 149 vs. Mpositive 1,081, SDpositive 129), but not
shown to put substantial stress on the cognitive system (Lea &
when they were negated (Mnegative 1,333, SDnegative 162
Mulligan, 2002; see also Gilbert, 1991). For instance, logical
vs. Mpositive 1,349, SDpositive 208), F(1, 20) 16.46, p
reasoning becomes slower and more prone to error if negations are
.001, 2 .45. Finally, the interaction of Valence Block
part of premises or conclusions (e.g., Evans, Newstead, & Byrne,
reached significance, F(5, 100) 2.81, p .020, 2 .12,
1993; Wason, 1959). In a similar vein, psycholinguistic research
indicating that responses to negative stimuli were slower in
has indicated that the meaning of sentences containing negations
Blocks 1, 3, and 5, whereas no difference occurred in the
requires the construction of mental models that describe the situ-
remaining blocks.
ation implied by the negation (e.g., Kaup, 2001; Lea & Mulligan,
2002). Finally, a recent study by Mayo et al. (2004) indicated that
it is easier to determine whether a given fact (e.g., Tom s clothes
Discussion
are folded neatly in his closet) indicates the presence of a person-
The results of Experiment 3 indicate that evaluating negated
ality trait (e.g., Tom is a tidy person) as opposed to the absence of
expressions can be driven by memory retrieval instead of the
this trait (e.g., Tom is not a tidy person). However, even though
application of the procedure to negate. Different from Experiments
1 and 2, word stimuli in Experiment 3 appeared either in an
3
affirmed or in a negated manner in the training blocks. This way,
Degrees of freedom were adjusted according to Greenhouse-Geisser
the storing of the compound stimulus along with its overall valence where appropriate.
DEUTSCH, GAWRONSKI, AND STRACK
394
these studies suggested that processing negations is relatively ms each with a 33-ms interval between the last prime and target
inefficient, they were not conclusive regarding the question of onset, resulting in a stimulus onset asynchrony (SOA) of 299 ms.
whether the processing of negations can take place independent Using this paradigm, Balota and Paul found that responses to target
from intentions. Experiments 4 6 were designed to answer this words are fastest if both primes are related to the target and slowest
question more directly. if both primes are unrelated to the target, with conditions in which
one prime is related to the target falling in between.
This paradigm also seems suitable for the present purpose of
Experiment 4
assessing the joint effects of different qualifiers and different target
In Experiments 1 and 2, extensive training did not increase the concepts. More precisely, we used either affirming or negating
efficiency of the procedure to negate the valence of a word. If this qualifiers as the first of two sequentially presented primes and
lack of increase was due to a floor effect caused by the extensive positive or negative words as the second primes in an affective
practice of negations in everyday language processing and reason- priming paradigm adapted from Fazio et al. (1986). In addition, we
ing processing negations should be relatively efficient and inde- assessed participants reflective evaluations of affirmed and ne-
pendent from intentions. According to the present hypotheses, gated prime stimuli. Although in this evaluative judgment task the
however, processing negations should be both relatively inefficient presentation of the affirmed and negated words was exactly the
and dependent on intentions. Although existing evidence is incom- same as in the evaluative priming task, it additionally involved the
patible with the first assumption (see Gilbert, 1991), there is little intention to process the valence of the compound term, thus
evidence addressing the second assumption. In Experiment 4, we warranting a successful processing of the negation. There were
tested our prediction by comparing evaluative priming effects of four types of qualifier word pairings: affirmed positive (e.g., a
negated or affirmed positive and negative stimuli to deliberate party), negated positive (e.g., no party), affirmed negative (e.g., a
evaluative judgments of the same stimuli. In evaluative priming disease), and negated negative (e.g., no disease).
paradigms (Fazio et al., 1986), a prime stimulus is presented
briefly (usually for less than 300 ms) before the presentation of a
Method
target word. The participants task is to indicate the valence of the
target word. The evaluation of the target word is usually facilitated
Participants and Design
if the valence of the prime and the target are congruent. However,
Thirty-seven students (25 women, 12 men) of the University of Würz-
the evaluation of the target word is usually inhibited if the valence
burg took part in a study purportedly concerned with concentration. Par-
of the prime and the target are incongruent. Most important, such
ticipants received Ź 6 as compensation (approximately U.S. $5 at that time).
evaluative priming effects emerge even though participants are not
The experiment consisted of a 2 (word valence: positive vs. negative) 2
required to process the valence of the prime stimulus. Thus, if the
(qualifier: affirmation vs. negation) 2 (measure: evaluative judgment vs.
processing of negations is indeed highly efficient and independent
evaluative priming) within-subject design.
from intentions, negated prime stimuli should not only activate the
word valence in memory, but also lead to an immediate reversal of
Procedure
the activated valence. Accordingly, priming effects of positive and
negative prime words should differ as a function of whether they
Practice trials. Participants first practiced the evaluation of the target
are affirmed or negated. That is, affirmed positive and negated
words without primes. Half of the participants were instructed to press the
negative prime words should lead to positive evaluative priming
left key as fast as possible if the word was positive and to press the right
effects, whereas negated positive and affirmed negative prime
key if the word was negative. For the remaining half of participants, the
words should lead to negative evaluative priming effects. How- key assignment was reversed. Each target word was presented once,
resulting in a total of 20 practice trials. Each trial started with a warning
ever, if our assumption is correct that the processing of negations
signal (* * *) in the center of the screen for 500 ms, followed by a blank
requires intention, priming effects of positive and negative prime
screen for 500 ms. The target word was then presented in the center of the
words should not differ as a function of whether they are affirmed
screen in uppercase letters and bright yellow color. As soon as participants
or negated. That is, both affirmed and negated positive prime
pressed the correct key, the reaction was recorded and the next trial started,
words should lead to positive evaluative priming effects, whereas
resulting in a response stimulus interval of 1,000 ms. If participants
both affirmed and negated negative prime words should lead to
pressed the wrong key, appropriate error feedback (e.g., Error! Positive
negative evaluative priming effects.
left, negative right) appeared on the screen for 1,000 ms. Then the next trial
Whereas most priming paradigms (Fazio et al., 1986; Neely,
started, resulting in a feedback-stimulus interval of 1,000 ms.
1977) use only one prime stimulus, the research question ad- Evaluative priming task. After the practice trials, participants learned
dressed in the present experiment requires the presentation of two that the following task would be similar to the previous one, with the
exception that they would see two additional words in white letters for a
primes (i.e., qualifier and concept). Thus, a paradigm capable of
brief time before the yellow target words appear on the screen. Participants
capturing the preconstructive effects of two stimuli was required.
were told to focus particularly on the yellow words and to ignore the white
Balota and Paul (1996) used a sequential priming paradigm to
words. As in the practice trials, the key assignment for categorization
explore the joint operation of multiple primes in a semantic prim-
responses was varied between participants. Primes and targets were
ing task. They expected that if two primes are semantically related
matched randomly for each participant and trial. Each prime combination
to a target (e.g., stripes and cage as primes and tiger as target), a
was presented once with a positive and once with a negative target,
stronger priming effect should occur compared with a situation in
resulting in a total of 80 priming trials, representing a 2 (first prime
which only one or none of the two primes is related to the target
qualifier: affirmation vs. negation) 2 (second prime valence: positive vs.
(e.g., beans and dance as primes and tiger as target). To test this
negative) 2 (target valence: positive vs. negative) within-subject
prediction, Balota and Paul sequentially presented two primes, 133 subdesign.
BOUNDARIES OF AUTOMATICITY
395
Priming trials were identical to the practice trials with the following Table 4
exceptions. After the warning signal, either an affirmation (i.e., a) or
Mean Response Latencies, Standard Errors, and Percentages of
negation (i.e., no) term was presented for 133 ms in the center of the screen
Error for Responses to Positive and Negative Target Words
in white uppercase letters, which was immediately followed by either a
as a Function of Prime Valence and Qualifier Attached
positive or negative word for 133 ms, also in white letters. A blank screen
to Prime, Experiment 4
then replaced the second prime. After 33 ms the target word appeared on
the screen, which was presented in yellow uppercase letters.
Prime valence
Evaluative judgment task. After the priming task, participants were
told that they would again see the white words that were used as primes in
Target valence Positive Negative
the previous block and that their task was to judge the valence of these
Prime qualifier: Affirmation
pairs of words on a 5-point rating scale ranging from 1 (very bad) to5(very
good). They were explicitly asked to take as much time as they wanted to
Positive
make their judgment. The same 40 qualifier words pairings as in the
M 616.84 639.97
priming task were used, resulting in a total of 40 trials for the judgment
SEM 12.86 11.15
task. The order of stimulus presentation was randomized for each partici-
Error % 1.35 4.80
pant. The procedure for each trial was the same as the priming trials, except
Negative
that no target words were presented. Instead, the rating scale followed the
M 620.73 604.96
presentation of each prime combination. Also, because of the usage of a
SEM 12.08 12.96
judgment scale instead of positive negative decision, error feedback was Error % 2.85 1.42
omitted.
Prime qualifier: Negation
Materials
Positive
M 605.87 630.11
For this and the following experiment, words were selected from a
SEM 13.16 12.95
standardized list of positive and negative words published by Klauer and
Error % 2.15 1.95
Musch (1999). To generate prime stimuli, 10 positive and 10 negative Negative
M 626.14 607.43
nouns were selected on the basis of their evaluative extremity. These 20
SEM 12.20 12.27
nouns were presented together with qualifiers indicating an affirmation or
Error % 2.16 1.89
negation (i.e. a, no), resulting in a total of 40 different qualifier (Prime 1)
and word (Prime 2) combinations (see Appendix D). In addition to the
prime words, we selected 10 positive and 10 negative nouns from Klauer
and Musch s (1999) list to be chosen as target words for the evaluative
significant interaction between valence and qualifier, F(1, 36)
priming task (see Appendix E).
172.80, p .001, 2 .83. Simple contrasts indicated that
affirmed positive words (M 4.30, SD 0.59) were evaluated
Results
more positively than affirmed negative words (M 1.89, SD
0.50), F(1, 36) 219.82, p .001, 2 .86, and that negated
For the analyses of the evaluative priming data, latencies of
positive words (M 2.21, SD 0.69) were evaluated more
incorrect responses (2.3%) and all response latencies higher than
negatively than negated negative words (M 3.89, SD 0.71),
1,000 ms (5.4%) were excluded.4 To simplify the comparison
F(1, 36) 59.21, p .001, 2 .62. Moreover, affirmed positive
between evaluative priming and evaluative judgment data, we
words were evaluated as more positive than negated negative
calculated positivity indices for each of the four prime combina-
words, F(1, 36) 7.85, p .004, 2 .21, and negated positive
tions (i.e., affirmed positive, affirmed negative, negated positive,
words were evaluated as less negative than affirmed negative
negated negative) by subtracting the latencies for positive targets
words, F(1, 36) 7.85, p .004, 2 .18.
from the latencies for negative targets, given a specific prime
The same ANOVA on positivity indices of the evaluative prim-
combination (for absolute response latencies, see Table 4). The
ing task revealed a significant main effect for word valence, F(1,
resulting positivity indices of the evaluative priming task, as well
36) 29.62, p .001, 2 .45, indicating that positive prime
as positivity ratings of the evaluative judgment task, were then z
words (M 12.08, SD 39.45) showed a more positive valence
transformed, based on the distribution of each measure. These
than negative prime words (M 28.84, SD 48.15). Most
scores were then submitted to a 2 (word valence) 2 (qualifier)
important, this effect was independent of the qualifier, as indicated
2 (measure) ANOVA for repeated measures. As expected, nega-
by a nonsignificant interaction between qualifier and valence (F
tions had a differential impact on evaluative judgments as com-
1). Also, the main effect of the qualifier was not significant F(1,
pared with evaluative priming. Whereas negations reversed the
36) 2.12, p .154, 2 .06. Simple contrasts further indicated
valence of words for in the evaluative judgment task (see Figure 5,
that affirmed positive words (M 3.89, SD 47.49) had a more
right panel), the positivity index for the evaluative priming task
positive valence than affirmed negative words (M 35.00,
was unaffected by the negations (see Figure 5, left panel). This
SD 53.49), F(1, 36) 14.37, p .001, 2 .26, and that
result is reflected in a highly significant three-way interaction of
negated positive words (M 20.27, SD 50.96) had a more
Word Valence Qualifier Measure, F(1, 36) 182.29, p
.001, 2 .84. To further specify the nature of this interaction, we
conducted separate analyses for each measure. 4
As proposed by Ratcliff (1993), the results of the main analyses were
A 2 (word valence) 2 (qualifier) ANOVA on evaluative
validated with a second analysis, in which the data were trimmed by an
judgments revealed a significant main effect of word valence, F(1,
inverse transformation of the raw response latencies instead of a cut-off
36) 10.62, p .002, 2 .29, and more important, a highly procedure. Analyses with both data sets revealed corresponding results.
DEUTSCH, GAWRONSKI, AND STRACK
396
Positive
Positive
40
5
Negative
Negative
30
20 4
10
3
0
-10
2
-20
-30
1
-40
-50
0
Affirmation Negation
Affirmation Negation
Figure 5. Mean evaluative priming (left) and evaluative judgment effects (right) as a function of word valence and
qualifier (Experiment 4). Higher values indicate more positive valence. Error bars indicate standard errors of the mean.
positive valence than negated negative words (M 22.68, SD with a prime presentation time of 200 ms and an SOA well below
74.06), F(1, 36) 17.12, p .001, 2 .32. The valence of 300 ms. Thus, although Balota and Paul (1996) were successful in
affirmed negative and negated negative words did not differ from showing joint effects of two primes in this paradigm, the timing
each other, F(1, 36) 0.76, p .39, 2 .02. The same was true may be insufficient to show priming effects with abstract qualifi-
for the valence of affirmed positive and negated positive words ers. Second, the degree of automatization of a particular procedure
F(1, 36) 2.85, p .10, 2 .07. may depend on the degree of practice (Bargh, 1997). Thus, even
though negations are extensively practiced in everyday language,
the usual way of processing negations in written language of
Discussion
participants mother tongue is to read them from left to right. As
The results of Experiment 4 support our assumption that the
such, it is possible that negations can be processed automatically if
findings obtained in Experiments 1 3 are due to genuine differ-
the respective stimuli are presented in a more common format.
ences in the processing of affirmations and negations, rather than
Experiment 5 was designed to rule out these two objections by
to a high efficiency level in the processing of negations. Specifi-
presenting qualifiers and words in a parallel rather than in a
cally, one could argue that the mental operation to reverse the
sequential manner.
valence of a word is very frequent in everyday language and
thinking, thus leading to floor effects in the time required for
Experiment 5
processing negations. This assumption is clearly inconsistent with
To prevent qualifiers from being more distant to the targets than
the present findings. In the present study, negations influenced
the prime words, qualifier word combinations were presented
only reflective evaluations in an evaluative judgment task. How-
simultaneously instead of sequentially. The use of compound
ever, unintentional evaluations obtained in an evaluative priming
primes also ensured that the primes were perceived similar as in
task (Fazio et al., 1986) were generally unaffected by the respec-
everyday reading. Additionally, the SOA and presentation times
tive qualifiers. That is, positive prime words showed a more
were chosen so that a maximum priming effect could be expected
positive valence than negative prime words irrespective of whether
(see Hermans et al., 2001). As in Experiment 4, we added an
these words were affirmed or negated. This pattern is in contrast to
evaluative judgment condition to study reflective effects.
the notion that negations may already be trained to a degree such
that further training could not increase their efficiency. If this was
the case, negations should not only alter evaluative judgments but Method
also evaluative priming effects. The evaluative judgment task
Participants and Design
additionally demonstrated that the presentation times of the primes
were sufficient to process the two primes. In this task, qualifier and
Thirty-one students (17 women, 14 men) of the University of Würzburg
prime valence showed a highly significant interaction effect. took part in a study purportedly dealing with concentration and attention.
Participants received either Ź 6 (approximately U.S. $5 at that time) or
Therefore, it can be ruled out that negations were ineffective
course credit as compensation. The experiment consisted of a 2 (word
because they were presented too briefly.
valence: positive vs. negative) 2 (qualifier: affirmation vs. negation)
There are, however, two possible objections which may ques-
2 (measure: evaluative judgment vs. evaluative priming) within-subject
tion the conclusions drawn from Experiment 4. First, one might
design.
argue that the qualifiers (Prime 1) did not affect automatic pro-
cessing because they were presented much earlier than the prime
Procedure
words (Prime 2). As such, activated representations in memory
may have faded away before the target presentation. Research by
The stimulus material and procedure were identical to those in Experi-
Hermans, De Houwer, and Eelen (2001), for example, indicated
ment 4 with the following exceptions. Instead of the particular key assign-
that evaluative priming effects strongly depend on the SOA. Ac- ment being varied between participants, the key assignment was now
cording to their experiments, priming effects reach their maximum manipulated on a within-subject basis. The order of key assignment was
Priming-Index
Evaluative Judgment
BOUNDARIES OF AUTOMATICITY
397
counterbalanced. Because of the within-variation of the key assignment, the Replicating the results of Experiment 4, a 2 (word valence) 2
40 qualifier-word combinations were used twice as primes with positive and
(qualifier) ANOVA on evaluative judgments revealed a significant
negative targets, resulting in a total of 160 priming trials. More important,
main effect of word valence, F(1, 30) 22.84, p .001, 2 .43;
qualifiers and words were presented in parallel (rather than sequentially). Each
a significant main effect of the qualifier, F(1, 30) 33.93, p
trial started with a warning signal (* * *) in the center of the screen for 500 ms.
.001, 2 .53; and more important, a highly significant interac-
After a blank screen for 200 ms, the prime words were displayed for 200 ms.
tion of Word Valence Qualifier, F(1, 30) 917.33, p .001,
Immediately afterward, the target words appeared on the screen, resulting in an
2 .97. Simple contrasts indicate that participants evaluated
SOA of 200 ms. Because of the slightly reduced interval between the warning
affirmed positive words (M 4.59, SD 0.29) more positively
and prime presentation, the feedback-stimulus and response-stimulus intervals
than affirmed negative words (M 1.85, SD 0.29), F(1, 30)
were only 700 ms. Instructions for the task were adapted accordingly. The
evaluative judgment task was identical to Experiment 4, except that the 1171.65, p .001, 2 .97. Conversely, negated negative words
presentation of stimuli was adapted to the parallel priming procedure. (M 4.00, SD 0.45) were evaluated more positively than
negated positive words (M 1.76, SD 0.30), F(1, 30) 404.21,
p .001, 2 .93. Even though negated negative words were
Results
seen as less positive than affirmed positive words, F(1, 30)
For the analyses of the evaluative priming data, latencies of
48.02, p .001, 2 .66, negated positive words were rated
trials in which participants incorrectly classified the target (3.9%)
equally negative as affirmed negative words, F(1, 30) 1.65, p
and all response latencies greater than 1,000 ms (8.0%) were
.21, 2 .05.
excluded.5 Indices of positivity were calculated according to the
The same ANOVA on positivity indices of the evaluative prim-
procedure described in Experiment 4 (for absolute response laten-
ing task revealed a significant main effect only for word valence,
cies, see Table 5). The resulting positivity indices of the evaluative
F(1, 30) 12.66, p .001, 2 .30, indicating that positive
priming task as well as positivity ratings of the evaluative judg-
words (M 21.61, SD 29.58) showed a more positive valence
ment task were then z transformed, based on the distribution of
than negative words (M 1.07, SD 32.99). Most important,
each measure. These scores were then submitted to a 2 (word
this effect was again independent of the qualifier, as indicated by
valence) 2 (qualifier) 2 (measure) ANOVA for repeated
a nonsignificant interaction between Qualifier Valence (F 1).
measures. Consistent with our predictions, evaluative judgments
Simple contrasts further revealed that negated positive primes
and evaluative priming effects were differentially affected by the
(M 21.88, SD 38.89) tended to have a more positive valence
qualifiers. This result is reflected in a highly significant three-way
than negated negative primes (M 3.53, SD 46.82), F(1, 30)
interaction of Word Valence Qualifier Type of Measure, F(1,
3.12, p .09, 2 .09. Correspondingly, affirmed positive primes
30) 751.48, p .001, 2 .96 (see Figure 6). To further
(M 21.34, SD 31.80) had a more positive valence than
specify the nature of this interaction, we conducted separate ana-
affirmed negative primes (M 5.68, SD 35.11), F(1, 30)
lyses for each measure.
12.70, p .001, 2 .30. In addition, affirmed positive words
showed a more positive valence than negated negative words, F(1,
30) 4.19, p .05, 2 .12, and affirmed negative words
Table 5
showed a less positive valence than negated positive words, F(1,
Mean Response Latencies, Standard Errors, and Percentages of
30) 14.64, p .001, 2 .33.
Error for Responses to Positive and Negative Target Words
as a Function of Prime Valence and Qualifier Attached
Discussion
to Prime, Experiment 5
Experiment 5 confirms our assumption that the results of Ex-
Prime valence
periment 4 are due to genuine effects related to the processing of
Target valence Positive Negative negations, rather than to contingent features of the stimulus pre-
sentation. Specifically, Experiment 5 aimed to rule out the objec-
Prime qualifier: Affirmation
tive that the ineffectiveness of negations in the priming task of
Experiment 4 was due to the unfamiliar presentation of negations
Positive
M 616.11 626.70 and their temporal distance to the target. In the present study,
SEM 10.91 10.02
qualifiers and positive and negative prime words were presented
Error % 2.90 3.75
simultaneously at presentation times and SOAs that are optimal for
Negative
automatic evaluative priming effects. Replicating the results of
M 637.45 621.02
Experiment 4, negations only influenced responses in the evalua-
SEM 12.49 10.50
Error % 4.45 4.75 tive judgment task. However, unintentional evaluations in the
evaluative priming task (Fazio et al., 1986) were generally unaf-
Prime qualifier: Negation
fected by relevant qualifiers. In this task, positive prime words
showed a more positive valence than negative prime words, irre-
Positive
M 615.40 633.41
SEM 10.37 11.44
5
Error % 2.97 4.64
As with Experiment 4, the results of the main analyses were validated
Negative
with a second analysis, in which the data were trimmed by an inverse
M 637.29 636.94
transformation of the raw response latencies instead of a cut-off procedure
SEM 12.12 11.17
(cf. Ratcliff, 1993). Analyses with both data sets revealed corresponding
Error % 4.02 3.32
results.
DEUTSCH, GAWRONSKI, AND STRACK
398
Positive
Positive
40
5
Negative
Negative
30
20 4
10
3
0
-10
2
-20
-30
1
-40
-50
0
Affirmation Negation
Affirmation Negation
Figure 6. Mean evaluative priming (left) and evaluative judgment effects (right) as a function of word valence and
qualifier (Experiment 5). Higher values indicate more positive valence. Error bars indicate standard errors of the mean.
spective of whether these words were affirmed or negated. As
Procedure
such, it is quite unlikely that the inefficiency of negations in the
The procedure and instructions were the same as in Experiment 5 except
two priming studies were caused by a lack of familiarity with the
for the following deviations. First, the key assignment was manipulated
particular kind of presentation (i.e., parallel vs. sequential) or by
between rather than within participants. Second, participants were primed
the temporal distance between qualifier and target in sequential
twice with each of the frequent and rare negations, resulting in a total of 80
presentations. The next experiment was devised to explore how the
priming trials. In addition, affirmed versions of the stimuli were entered as
familiarity of specific negations influences evaluative priming
filler stimuli to keep the overall structure of the materials comparable with
effects.
Experiments 4 and 5. This added another 80 trials. However, because the
frequency and valence data were obtained for the negated forms only,
affirmations were generally excluded from analyses. Third, some new
Experiment 6
target words were used, because the previous set contained words identical
Experiments 4 and 5 suggest that, in line with our main hypoth- to the selected rare and frequent negations. The procedure for the evalua-
tive judgment task was identical to that of Experiment 5, except for the
esis, processing time and intention are necessary prerequisites for
variations in the stimuli.
the general procedure to negate valence. Experiment 6 was de-
signed to further illustrate the role of instance learning in the
negation of valence. Paralleling Experiment 3, we sought to es- Materials
tablish conditions under which memory-based mechanisms would
To identify frequent and rare negations of positive and negative words,
strongly resemble the output of the original procedure to negate.
we selected 53 positive and 53 negative words on rational grounds (see
Theories of memory-based automaticity predict that the meaning
Experiment 1). Seventy-one psychology students evaluated these negations
of specific negations can be stored in memory through frequent
with respect to their frequency and their valence. On the basis of these data,
practice. Consequently, if a highly practiced negation is perceived
40 negations were chosen, 10 for each of the following categories: frequent
later, the compound meaning implied by the negation will be negations of positive words, frequent negations of negative words, rare
activated automatically and will thereby influence further process- negations of positive words, and rare negations of negative words (see
Appendix F for the words and Appendix H for pretest data). In addition to
ing. If this reasoning is correct, the immediate effects of highly
the prime words, we selected 10 positive and 10 negative nouns from
trained negations should differ considerably from those of un-
Klauer and Musch s (1999) list to be chosen as target words for the
trained, novel negations. Experiment 6 tested this assumption by
evaluative priming task (see Appendix G).
comparing the evaluative priming effects of negations that are
frequent in everyday language (e.g., no luck) with those elicited by
Results
rare negations (e.g., no cockroach). As in the previous experiments,
participants also judged the valence of the stimuli used as primes.
For the analyses of the evaluative priming data, latencies of
trials in which participants incorrectly classified the target (3.8%)
Method
and all response latencies greater than 1,000 ms (5.9%) were
excluded from analyses.6 Indices of positivity were calculated
Participants and Design
according to the procedure described in Experiment 4 (for absolute
Fifty-five students (38 women, 17 men) of the University of Würzburg response latencies, see Table 6). Consistent with our predictions, a
took part in an experiment purportedly concerned with concentration.
Participants received Ź 6 as compensation (approximately U.S. $5 at that
6
time). The experiment consisted of a 2 (word valence: positive vs. nega- As with Experiments 4 and 5, the results of the main analyses were
tive) 2 (frequency: frequent vs. rare) 2 (measure: evaluative judgment validated with a second analysis, in which the data were trimmed by an
vs. evaluative priming) within-subject design. In contrast to the previous inverse transformation of the raw response latencies instead of a cut-off
experiments, only negated stimuli were used for the analyses in Experiment procedure (cf. Ratcliff, 1993). Analyses with both data sets revealed
6 (see below). corresponding results.
Priming-Index
Evaluative Judgment
BOUNDARIES OF AUTOMATICITY
399
Table 6 tion, F(1, 54) 73.59, p .001, 2 .58, showing that frequent
Mean Response Latencies, Standard Errors, and Percentages of negations of positive words (M 1.50, SD 0.36) were evaluated
Error for Responses to Positive and Negative Target Words more negatively than frequent negations of negative words (M
as a Function of Prime Valence and Qualifier Attached 4.46, SD 0.31), F(1, 54) 1,574.85, p .001, 2 .97.
to Prime, Experiment 6 Similarly, rare negations of positive words (M 1.97, SD 0.36)
were evaluated more negatively than rare negations of negative
Prime valence
words (M 4.21, SD 0.42), F(1, 54) 629.74, p .001, 2
.92. Moreover, negated negative words were evaluated more pos-
Target valence Positive Negative
itively when they were frequent rather than rare negations, F(1,
Frequent negations 54) 14.28, p .001, 2 .21, whereas negated positive words
were evaluated more negatively when the negations were frequent
Positive
rather than rare negations, F(1, 54) 108.36, p .001, 2 .67.
M 605.84 597.94
The same ANOVA on positivity indices of the evaluative prim-
SEM 8.81 8.92
Error % 5.32 3.64 ing task revealed a significant interaction between frequency and
Negative
valence, F(1, 54) 9.80, p .003, 2 .15. As expected, rare
M 596.07 607.94
negations were generally unaffected by negations, whereas the
SEM 8.16 8.59
valence of the prime words was reversed for frequent negations.
Error % 3.97 4.41
Neither the main effect of word valence nor the main effect of
Rare negations
frequency was significant (both Fs 1). Further inspection re-
vealed that for negations low in frequency, negated positive words
Positive
(M 8.12, SD 49.14) tended to show a more positive valence
M 599.40 615.23
than negated negative words (M 8.02, SD 48.91), F(1,
SEM 8.96 8.65
Error % 2.61 4.95 54) 3.47, p .07, 2 .15. For negations high in frequency,
Negative
in contrast, negated negative words (M 9.90, SD 43.48)
M 607.52 607.21
showed a more positive valence than negated positive words (M
SEM 8.65 9.81
9.68, SD 57.23), F(1, 54) 5.29, p .03, 2 .09. In
Error % 3.72 2.91
addition, frequently negated negative words showed a more pos-
itive valence than rarely negated negative words, F(1, 54) 4.96,
p .03, 2 .08, whereas frequently negated positive words
2 (word valence) 2 (frequency) 2 (measure) ANOVA re-
tended to show a more negative valence than rarely negated
vealed a highly significant three-way interaction, F(1, 54)
positive words, F(1, 54) 3.21, p .08, 2 .06. No other
21.07, p .001, 2 .28 (see Figure 7). To further specify the
contrast was statistically significant (F 1).
nature of this interaction, we conducted separate analyses for each
measure.
Discussion
A 2 (frequency) 2 (word valence) ANOVA on evaluative
judgments revealed a significant main effect of valence, indicating Results from Experiment 6 further corroborate our assumption
that participants evaluated negated negative words more positively that automatization of negations is due to instance learning, rather
than negated positive words, F(1, 54) 1,364.67, p .001, 2 than to an automatization of the general procedure to negate. In the
.96. In addition, frequent negations were evaluated less positively present study, evaluative judgments were qualitatively unaffected
than rare negations, F(1, 54) 8.47, p .005, 2 .14. More- by the frequency of negations. For both frequent and rare nega-
over, frequency and word valence revealed a significant interac- tions, negated negative words were evaluated more positively than
Positive
Positive
40
5
Negative
Negative
30
20 4
10
3
0
-10
2
-20
-30
1
-40
-50
0
Rare Frequent
Rare Frequent
Figure 7. Mean evaluative priming (left) and evaluative judgment effects (right) as a function of word valence
and frequency of the negation (Experiment 6). Higher values indicate more positive valence. Note that all stimuli
were presented in negated form. Error bars indicate standard errors of the mean.
Priming-Index
Evaluative Judgment
DEUTSCH, GAWRONSKI, AND STRACK
400
negated positive words. However, this pattern of results was dif- words. However, the same negations had a strong impact on
ferent for evaluative priming effects. For rare negations, the quali- evaluative judgments. In particular, positive prime words showed
fier did not alter the word valence, such that negated positive greater automatic positivity than negative prime words, irrespec-
words showed a more positive valence than negated negative tive of whether they were affirmed or negated. This finding also
words. For frequent negations, however, the qualifier did indeed proved to be robust against variations in the priming paradigm.
alter word valence, such that negated positive words showed a less Finally, we argued that associative mechanisms can substitute
positive valence than negated negative words. These findings, reflective mechanisms that underlie a social cognitive skill. This
together with the results of Experiments 4 and 5, indicate that with conclusion is supported by the results of Experiments 3 and 6. In
extended practice, the cognitive skill of evaluating negated expres- Experiment 3, enhanced practice reduced the difference between
sions can become very efficient and independent of intentions. response latencies to affirmed and negated trials under conditions
This automatic skill, however, is not due to enhanced efficiency of that facilitate instance learning. We interpret this finding as evi-
the procedure of negating valence. Rather, our data suggest that the dence that participants stored the correct response to a negated
automatic skill is based on the retrieval of highly practiced in- expression in memory. This interpretation is confirmed by the
stances from memory. Notwithstanding these findings, however, it results of Experiment 6, which investigated evaluative priming
is important to note that we did not manipulate the frequency of effects for frequent and rare negations. In this study, frequently
negations experimentally; rather, it was based on a pretest. Thus, negated negative words exhibited a more positive automatic va-
participants in the pretest could have based their judgments of lence than frequently negated positive words. However, evaluative
frequency on the perceived ease with which the meaning of the priming effects of rarely negated words exclusively depend on
negation can be extracted. Importantly, ease of extracting the their valence, irrespective of whether these words were affirmed or
meaning of the negation could be influenced by factors other than negated. This result corroborates our assumption that the cognitive
frequency. As such, the conclusions drawn from Experiment 6 skill to negate valence can be performed automatically only under
should be treated as preliminary. Future research should further specific conditions, namely when specific instances are stored in
establish their validity. associative memory.
General Discussion Implications for Research on Training Effects
The goal of the present research was to investigate the cognitive The present results qualify the conclusions commonly drawn
mechanisms underlying automatic and controlled social cognitive from previous research on how social cognitive skills are affected
skills. On the basis of theories of automatization (e.g., Logan, by practice (e.g., E. R. Smith, 1989; E. R. Smith et al., 1988; E. R.
1988) and dual-systems models in social psychology (e.g., Lieber- Smith & Lerner, 1986; Rüter & Mussweiler, 2004). Particularly,
man et al., 2002; E. R. Smith & DeCoster, 2000; Strack & some researchers argued that practice not only establishes
Deutsch, 2004), we argued that, if a social cognitive skill becomes memory-based automaticity, but also makes general rules or pro-
automatic through practice, the increased efficiency is caused by a cedures more efficient. Our findings suggest, however, that at least
shift from rule-based to association-based processing during au- some general procedures are not or only very little affected by
tomatization. At the same time, however, genuine control pro- practice. One potential reason for the diverging results lies in the
cesses remain unaffected by practice. More specifically, we different methods used to estimate procedure-based and memory-
claimed that the skill to evaluate affirmed and negated expressions based components of the cognitive skill. Whereas previous re-
consists of a memory-based, associative component (i.e., the acti- search relied on the degree of generalization to new instances to
vation of word valence) and a reflective, rule-based component estimate rule-based components, we additionally estimated these
(i.e., the reversal of the retrieved valence in the case of a negated components from differences between response latencies to af-
word). We predicted that practicing this skill would increase only firmed and negated trials. As outlined above, the degree of gen-
the efficiency of the retrieval, not the efficiency of reversing the eralization can be an ambiguous indicator if there is semantic
word s valence. This prediction is supported by the findings of overlap between training and transfer materials. Our method of
Experiments 1 and 2. Practicing to evaluate affirmed and negated estimating the procedural component of negating valence excluded
words resulted in a speedup of responses in general. At the same such semantic overlaps. In our studies, the abstract procedure of
time, however, the difference in response latencies to affirmed and negating valence was repeatedly applied to a limited set of words,
negated words remained constant. Given that responses to affirmed and performance on this negation task was compared with partici-
and negated words did not differ in any aspect but the negation, the pants performance on a conceptually corresponding affirmation
difference in response latencies can be interpreted as an estimate of task. Because responses to affirmed and negated trials should be
the time required to apply the negation (Donders, 1969). Taken equally affected by the accessibility of the respective concepts as
together, these results suggest that practice effects in the context of well as by potential semantic overlaps, these two factors can be
negations are primarily based on the enhanced accessibility of ruled out as alternative explanations in the present studies.
correct responses in memory, whereas genuine control processes It is important to note, however, that we found some evidence
remain unaffected by practice. for generalization in Experiment 2. In this study, participants
We further hypothesized that the associative, content-based performance with new words was slightly improved as compared
component of the skill to evaluate affirmed and negated words is with their performance without training. On the surface, these
executed unintentionally, whereas the reflective, rule-based part results seem to suggest that the procedure to negate has become
depends on intention. Experiments 4 and 5 found that negations more efficient independent of the specific content. Our analysis of
did not alter evaluative priming effects of positive and negative the difference in response latencies, however, indicates that this
BOUNDARIES OF AUTOMATICITY
401
was not the case. In fact, the time necessary to reverse the word procedures and associative look-alikes (e.g., Conrey, Sherman,
valence was the same as in the beginning of the training. If the Gawronski, Hugenberg, & Groom, 2005).
procedure of negating valence had indeed become quicker, gener- So far, there are only a few attempts to make similar distinctions
alization effects should have been larger for negated than for in the realm of goal pursuit or other complex skills (see Chartrand
affirmed trials. This, however, was not the case. We therefore & Bargh, 2002). For instance, Bargh, Gollwitzer, Lee-Chai, Barn-
conclude that the generalization effects obtained in our study were dollar, and Troetschel (2001) specified features specific to con-
trolled goal pursuit, such as an increase of goal strength over time,
due to the training of valence-response key mapping, rather than to
persistence in the face of obstacles, and the resumption of goal
enhanced efficiency in the procedure of negating valence. There is,
pursuit after interruption. In a series of studies, they demonstrated
however, another possible cause of the fact that we found no
indication of rule strengthening while other researchers did. Par- that these features were also observable if goals were primed
instead of conveyed by instructions. Whereas Bargh et al. s (2001)
ticularly, it is conceivable that some general procedures are less
study suggested that automatic and controlled goal pursuit are
susceptible to training effects than other procedures. For instance,
we consider it possible that the procedure of generating trait-to- mediated by the same mechanisms, a recent study by Dijksterhuis
behavior inferences (e.g., E. R. Smith et al., 1988) can be autom- (2004) suggested that unconscious thinking has very different
qualities from conscious thought. Particularly, when confronted
atized, whereas negating cannot. Our theoretical analysis suggests
with complex decision problems, participants made better deci-
that no or little improvements through training can be expected for
sions if they were distracted from engaging in conscious thought
those parts of a skill which require genuine control functions, such
than when they were not being distracted. The author concluded
as action planning, overriding of unwanted habits, and the flexible
that unconscious thought leads to clearer, more polarized, and
maintenance and integration of multimodal information (Miller &
more integrated representations in memory. What might be the
Cohen, 2001; Hummel & Holyoak, 2003). These control functions
reasons for such diverging evidence to occur? We argue that
are presumably part of a number of social cognitive processes,
studies on preexisting skills will often be inconclusive regarding
such as stereotype-control, social comparisons, complex attribu-
the representations and computations underlying these skills. As-
tions, but also motivated behavior and problem solving. To the
sociative, content-based simulations of control processes can be
degree that cognitive negations are representative of genuine con-
very powerful, but they may nevertheless lack important qualities
trol functions, one can expect the present results to be informative
of the controlled process, such as flexibility and generality. More-
about how other social cognitive skills respond to practice. We
over, even if typical features of control are observed with pre-
assume that negations are a good model for flexible, symbol-based
existing skills, it could well be the case that the participants are
processing but that the inference on other control functions like
responding based on a differentiated associative structure. As such,
impulse-control or planning is less certain. Clearly, future research
it seems desirable to develop training paradigms that can supple-
will be needed to further bolster such inferences.
ment experiments based on preexisting skills.
Implications for Research on Automaticity
Implications for Social Cognitive Phenomena
The present results also have important implications for research
The present findings also provide a new perspective on previous
on automaticity in social psychology. This is particularly the case
research automatic stereotype activation. Kawakami et al. (2000),
for studies on complex social cognitive skills, such as motivated
for example, demonstrated that long-term training in the negation
behavior (Bargh & Barndollar, 1996) or problem solving (Dijk-
of social stereotypes can reduce the subsequent activation of these
sterhuis, 2004). In these studies, the respective skills most likely
stereotypes. From a general perspective, these findings could be
involve a conglomerate of both controlled components (e.g., sym-
due to either (a) an improvement of the general procedure to
bolic representations, flexible response selection) as well as
inhibit automatic stereotypes or (b) a storage of negated instances
memory-based components (e.g., retrieval of semantic contents
in associative memory. Even though Kawakami et al. s (2000) data
from memory). Thus, it is possible that automatic variants of
are ambiguous with regard to these explanations, our findings
complex social cognitive skills are partially based on different
clearly support the latter account. However, they are inconsistent
representations and computations from their controlled variants.
with the former explanation. Specifically, the present results sug-
Take, for instance, the case in which the same goal is pursued
gest that negation training should lead to a reduction in automatic
repeatedly in the same situation. In the beginning, genuine control
stereotype activation only if the trained instances are stored in
processes may have governed the behavior, compiling new se- associative memory. Most important, this mechanism implies that
quences of behavior using abstract symbolic representations. With
negation training for a specific stereotype should not generalize to
extended practice, new associative structures in memory may
other stereotypes (unless these stereotypes are semantically re-
emerge, linking perceptual and motor representations. However,
lated). For instance, enhanced practice in the negation of gender
these new associative structures will not be able to circumvent
stereotypes may lead to a reduction in the automatic activation of
obstacles, which may unexpectedly inhibit successful goal pursuit.
gender stereotypical associations. However, the same training
In such cases, controlled processes would have to be set in motion should leave the automatic activation of stereotypes about Black
to fulfill this function (see Lieberman et al., 2002). Drawing on people unaffected.
these considerations, it seems desirable to directly investigate the Similar considerations apply to several other social cognitive
underlying representations and processes when studying automatic phenomena that involve an important role of negations. With
processes in social cognition. The main challenge in this endeavor regard to persuasion, for example, one could argue that persuasive
is to find reliable methods that can distinguish between abstract attempts containing negated terms may lead to unintended attitude
DEUTSCH, GAWRONSKI, AND STRACK
402
changes in the opposite direction (e.g., Christie et al., 2001; Jung Bargh, J. A. (1997). The automaticity of everyday life. In R. S. Wyer, Jr.
(Ed.), Advances in social cognition (Vol. 10, pp. 1 61). Mahwah, NJ:
Grant et al., 2004; Skurnik et al., 2005), unless the negated
Erlbaum.
proposition is stored as an independent instance in memory. The
Bargh, J. A. (2004). Bypassing the will: Towards demystifying noncon-
same argument could be made for behavior-to-trait inferences,
scious control of social behavior. In R. R. Hassin, J. S. Uleman, & J. A.
such that perceivers may readily infer the absence of traits from
Bargh (Eds.), The new unconscious (pp. 37 58). Oxford, England:
behaviors when the absence of a given trait (e.g., not friendly) is
Oxford University Press.
stored as an independent unit in memory (e.g., Hasson et al., 2005;
Bargh, J. A., & Barndollar, K. (1996). Automaticity in action: The uncon-
Mayo et al., 2004). Similar conclusions can be drawn for many
scious as repository of chronic goals and motives. In P. Gollwitzer &
other social cognitive phenomena that involve negations, such as
J. A. Bargh (Eds.), The psychology of action (pp. 457 481). New York:
innuendo effects (Wegner et al., 1981), attitude change (Petty et
Guilford.
al., 2006), perseverance effects (C. A. Anderson, 1982; Walster et
Bargh, J. A., Gollwitzer, P. M., Lee-Chai, A. Y., Barndollar, K., &
al., 1967; Wyer & Unverzagt, 1985), or counterfactual thinking Troetschel, R. (2001). The automated will: Nonconscious activation and
pursuit of behavioral goals. Journal of Personality and Social Psychol-
(Roese, 1994). The crucial aspect in all these applications is that
ogy, 81, 1014  1027.
negations may lead to ironic or unintended effects, unless the
Botvinick, M. M., Braver, T. S., Barch, D. M., Carter, C. S., & Cohen, J. D.
meaning of a negated proposition is stored independently in asso-
(2001). Conflict monitoring and cognitive control. Psychological Re-
ciative memory.
view, 108, 624 652.
Chartrand, T. L., & Bargh, J. A. (2002). Nonconscious motivations: Their
Conclusion
activation, operation, and consequences. In A. Tesser, D. Stapel, & J.
Wood (Eds.), Self and motivation: Emerging psychological perspectives
The main goal of the present research was to investigate whether
(pp. 13 41). Washington, DC: American Psychological Association.
automatic social cognitive skills are based on the same represen-
Christie, J., Kozup, J. C., Smith, S., Fisher, D., Burton, S., & Creyer, E.
tations and processes as their controlled counterparts. Specifically,
(2001). The effects of bar sponsored alcohol beverage promotions across
our experiments were designed to estimate the relative contribu-
binge and non-binge drinkers. Journal of Public Policy and Marketing,
tions of associative, content-based, and procedural, rule-based
20, 240 253.
components in the processing of negations. Our findings suggest
Clark, H. H., & Chase, W. G. (1974). Perceptual coding strategies in the
that the procedural, rule-based component of negations is unaf- formation and verification of descriptions. Memory and Cognition, 2,
fected by increased practice, whereas the associative, content- 101 111.
Conrey, F. R., Sherman, J. W., Gawronski, B., Hugenberg, K., & Groom,
based component is strongly influenced by training. Generally,
C. (2005). Separating multiple processes in implicit social cognition:
these results suggest that practice-related skill improvements are
The quad model of implicit task performance. Journal of Personality
limited to conditions in which a general procedure can be substi-
and Social Psychology, 89, 469 487.
tuted by storing the results of previous applications in associative
Devine, P. G. (1989). Stereotypes and prejudice: Their automatic and
memory. With extended practice, associative substitutes can be
controlled components. Journal of Personality and Social Psychology,
very powerful, and only few experimental paradigms may be able
56, 5 18.
to distinguish them from their controlled counterparts. Although
Dijksterhuis, A. (2004). Think different: The merits of unconscious thought
such an analysis is highly feasible within the negation paradigm, it
in preference development and decision making. Journal of Personality
might be harder to do for other social cognitive skills, such as
and Social Psychology, 87, 586 598.
person perception, goal pursuit, or social comparison. Yet, we
Donders, F. C. (1969). On the speed of mental processes. Acta Psycho-
conceive this endeavor as the next important step in research on logica, 30, 412 431.
Evans, J. St.B. T., Newstead, S. E., & Byrne, R. M. J. (1993). Human
automatic social cognition.
reasoning: The psychology of deduction. London: Erlbaum.
Fazio, R. H. (1995). Attitudes as object-evaluation associations: Determi-
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(Appendixes follow)
DEUTSCH, GAWRONSKI, AND STRACK
404
Appendix A
Stimuli Used in Experiments 1 3
Stimuli were selected on the basis of subjective ratings of valence and Negated Negative
frequency of the negated compounds.
KEIN EITER (no pus), KEINE GESCHWULST (no tumor), KEIN DIEB
(no thief), KEIN SCHLEIM (no phlegm), KEINE KAKERLAKE (no cock-
Affirmed Positive
roach), KEIN DIKTATOR (no dictator), KEINE FOLTER (no torture),
EIN TRIUMPH (a triumph), EIN KINO (a cinema), EIN PARADIES (a
KEINE NEUROSE (no neurosis), KEINE KÜNDIGUNG (no layoff),
paradise), EINE KARRIERE (a career), EIN TANZ (a dance), EIN VOR-
KEINE SCHLANGE (no snake)
BILD (a role model), EIN SIEG (a victory), EIN WACHSTUM (a growth),
EIN GENUSS (a pleasure), EIN KUCHEN (a cake)
Affirmed Negative
Appendix B
EIN EITER (a pus), EINE GESCHWULST (a tumor), EIN DIEB (a thief),
Pretest Data for Negations Used in Experiments 1 3
EIN SCHLEIM (a phlegm), EINE KAKERLAKE (a cockroach), EIN DIK-
TATOR (a dictator), EINE FOLTER (a torture), EINE NEUROSE (a neu-
Negated positive Negated negative
rosis), EINE KÜNDIGUNG (a layoff), EINE SCHLANGE (a snake)
Statistic Valence Frequency Valence Frequency
Negated Positive
M 2.64 3.63 5.31 2.93
KEIN TRIUMPH (no triumph), KEIN KINO (no cinema), KEIN
SD 0.25 0.57 1.08 1.36
PARADIES (no paradise), KEINE KARRIERE (no career), KEIN TANZ (no
dance), KEIN VORBILD (no role model), KEIN SIEG (no victory), KEIN
Note. Data represent subjective ratings of valence and frequency in
WACHSTUM (no growth), KEIN GENUSS (no pleasure), KEIN KUCHEN
everyday language (N 71). Scales ranged from 1 (very negative, rare) to
(no cake) 7 (very positive, frequent).
Appendix C
Positive and Negative Words Used in the Practice Trials of Experiment 3
Positive Negative
FREUND (friend), URLAUB (vacation), SOMMER (summer), MUSIK KRIEG (war), BOMBEN (bombs), HASS (hate), VIRUS (virus), HÖLLE
(music), PARTY (party), BLUMEN (flowers), GESCHENK (present), (hell), TOD (death), KREBS (cancer), GEWEHRE (rifles), ABFALL
KINO (cinema), ERDBEERE (strawberry), PIZZA (pizza) (waste), MOSKITO (mosquito)
Appendix D
Prime Stimuli Presented in Experiments 4 5
Affirmed Positive Negated Positive
KEIN VERGNÜGEN (no amusement), KEIN FREUND (no friend),
EIN VERGNÜGEN (an amusement), EIN FREUND (a friend), EIN
KEIN URLAUB (no vacation), KEIN SOMMER (no summer), KEINE
URLAUB (a vacation), EIN SOMMER (a summer), EINE PARTY (a party),
PARTY (no party), KEINE BLUME (no flower), KEIN GESCHENK (no
EINE BLUME (a flower), EIN GESCHENK (a present), EIN GENUSS (a
present), KEIN GENUSS (no pleasure), KEINE SCHOKOLADE (no choc-
pleasure), EINE SCHOKOLADE (a chocolate), EIN KUCHEN (a cake)
olate), KEIN KUCHEN (no cake)
Affirmed Negative
Negated Negative
EINE BOMBE (a bomb), EINE KRANKHEIT (a disease), EINE
KEINE BOMBE (no bomb), KEINE KRANKHEIT (no disease), KEINE
BEERDIGUNG (a funeral) EIN VIRUS (a virus), EIN VERBRECHEN (a
BEERDIGUNG (no funeral), KEIN VIRUS (no virus), KEIN VER-
crime), EINE REZESSION (a recession), EINE KAKERLAKE (a cock- BRECHEN (no crime), KEINE REZESSION (no recession), KEINE
roach), EIN MOSKITO (a mosquito), EINE RATTE (a rat), EIN WURM KAKERLAKE (no cockroach), KEIN MOSKITO (no mosquito), KEINE
(a worm) RATTE (no rat), KEIN WURM (no worm)
BOUNDARIES OF AUTOMATICITY
405
Appendix E
Target Stimuli Presented in Experiments 4 5
Positive Targets Negative Targets
SONNENSCHEIN (sunshine), MUSIK (music), KINO (cinema), ERD- KRIEG (war), ALKOHOLISMUS (alcoholism), ZAHNSCHMERZ (tooth
BEERE (strawberry), HAWAII (Hawaii), BABY (baby), EISCREME (ice- pain), HASS (hate), HITLER (Hitler), HÖLLE (hell), SCHEIDUNG (di-
cream), SCHWIMMEN (to swim), KÄTZCHEN (kitten), TANZ (dance) vorce), KREBS (cancer), MÜLL (garbage), ABFALL (waste)
Appendix F
Prime Stimuli Presented in Experiment 6
Frequent Negated Positive Rare Negated Positive
KEIN TRIUMPH (no triumph), KEIN KINO (no cinema), KEIN PARADIES
KEINE LUST (no lust), KEIN GELD (no money), KEINE CHANCE (no
(no paradise), KEINE KARRIERE (no career), KEIN TANZ (no dance), KEIN
chance), KEINE SONNE (no sun), KEIN GLÜCK (no luck), KEINE AUS-
VORBILD (no role model), KEIN SIEG (no victory), KEIN WACHSTUM (no
DAUER (no endurance), KEIN SPASS (no fun), KEIN VERTRAUEN (no
growth), KEIN GENUSS (no pleasure), KEIN KUCHEN (no cake)
trust), KEIN FRIEDEN (no peace), KEIN ERFOLG (no success)
Rare Negated Negative
Frequent Negated Negative
KEIN EITER (no pus), KEINE GESCHWULST (no tumor), KEIN DIEB
KEIN PROBLEM (no problem), KEINE ANGST (no fear), KEINE
(no thief), KEIN SCHLEIM (no phlegm), KEINE KAKERLAKE (no cock-
PANIK (no panic), KEINE SORGE (no sorrow), KEIN STRESS (no stress),
roach), KEIN DIKTATOR (no dictator), KEINE FOLTER (no torture),
KEINE EILE (no rush), KEIN KRIEG (no war), KEINE GEWALT (no KEINE NEUROSE (no neurosis), KEINE KÜNDIGUNG (no layoff),
violence), KEINE GEBÜHR (no fee), KEIN PICKEL (no pimple) KEINE SCHLANGE (no snake)
Appendix G Appendix H
Target Stimuli Presented in Experiment 6 Pretest Data for Frequent and Rare Negations Used in
Experiment 6
Negated positive Negated negative
Positive Targets
Frequency
category Valence Frequency Valence Frequency
GESCHENK (gift), MUSIK (music), PARTY (party), ERDBEERE
(strawberry), HAWAII (Hawaii), BABY (baby), EISCREME (ice cream),
Frequent
URLAUB (vacation), KÄTZCHEN (kitten), BLUMEN (flowers)
M 1.94 5.86 6.19 5.77
SD 0.32 0.44 0.38 0.40
Rare
M 2.64 3.63 5.31 2.93
Negative Targets
SD 0.25 0.57 1.08 1.36
HITLER (Hitler), BOMBEN (bombs), ALKOHOLISMUS (alcoholism),
Note. Data represent subjective ratings of valence and frequency in
ZAHNSCHMERZ (tooth pain), HASS (hate), HÖLLE (hell), SCHEIDUNG
everyday language (N 71). Scales ranged from 1 (very negative, rare) to
(divorce), KREBS (cancer), MÜLL (garbage), ABFALL (waste) 7 (very positive, frequent).
Received May 1, 2005
Revision received November 3, 2005
Accepted November 29, 2005


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