2004 年 19 巻 3 号 p. 209-220
Two experiments examined whether the mere presentation of trait-words related to the ideal-self and feared-self elicit automatic evaluation and approach-avoidance behavioral tendencies. Experiment 1 used the affective priming paradigm with trait-words pertaining to the two selves as prime stimuli, and results revealed an affective priming effect. Experiment 2 presented stimuli consisting of two colors linked to either "benefit" or "loss", and subjects were instructed to press the "obtain" key or the "avoid" key as fast as possible in order to increase or maintain the experimental reward. As a result, subjects' response latency was delayed when the evaluation of the color and the stimuli were incompatible.