ABSTRACT
Previous research concerning automatic evaluation has largely focused on when an evaluation is activated versus when it is not, as well as the possible mechanisms by which automatic evaluation leads to evaluative priming (Bargh, Chaiken, Govender, & Pratto, 1992; Bargh, Chaiken, Raymond, & Hymes, 1996; Fazio, 2000; Fazio Jackson, Dunton, & Williams, 1995; Fazio, Sanbonmatsu, Powell, & Kardes, 1986; Fiske & Pavelchak, 1986; Giner-Sorolla, Garcia, & Bargh, 1999; Greenwald, Draine, & Abrams, 1996; Greenwald, Klinger, & Liu, 1989; Wittenbrink, Judd, & Park, 1997). This chapter, instead, describes two sets of recent studies that concern the underlying process of the activation of the evaluation itself, rather than the ways in which such an evaluation can then influence subsequent stimuli.
