ABSTRACT
Evaluations play an important role in determining human behavior. It is rare that an object or event is completely neutral rather than endowed with a certain valence (Osgood, Suci, & Tannenbaum, 1957); even unfamiliar objects can be quickly and consistently evaluated (Duckworth, Bargh, Garcia, & Chaiken, 2002). Objects that are liked tend to be approached, whereas disliked objects are avoided or rejected. Evaluations color other judgments (Cooper, 1981) and influence social interactions (Curtis & Miller, 1986), consumer choices, and many other aspects of everyday life. Emotion theories often put evaluations at the heart of emotions (e.g., Ortony, Clore, & Collins, 1988). The contemporary definition of attitudes as “likes and dislikes” (Bem, 1970, p. 14) equates attitudes and evaluations.
