Automatic stimulus-goal comparisons: Support from motivational affective priming studies

In three studies, we found that responses to positive targets were facilitated when the preceding prime was an exemplar belonging to the semantic category (i.e., animal or profession) that was rewarded on that particular trial, whereas responses to negative targets were facilitated when the prime belonged to the nonrewarded category. These findings indicate that the match between an actual (the prime) and a desired state (the rewarded category) can be determined automatically at the time of stimulus presentation, as is assumed in several appraisal theories of emotion (e.g., Frijda, 1986, 1993; Lazarus, 1991; Scherer, 1993).