Evidence of fast and automatic gender bias in affective priming

Previous studies have revealed a gender bias in ratings of the valence and intensity of supraliminally presented facial expressions of emotion such that positive emotions receive higher ratings when expressed by females and negative emotions receive higher ratings when expressed by males. However, surprisingly, this gender bias has not been investigated for suboptimal presentation of emotional expressions. Our first experiment aimed at investigating the existence of such a bias for very fast presentation of the stimulus (20 ms onset) on the basis of a classic priming procedure commonly used in affective priming studies that involved the use of a single prime. Our second experiment aimed at proposing a new method involving four fast, repeated presentations of the prime-target pairs (based on the innovative design proposed by Hoschel and Irle), that could be used to reduce the gender bias in future studies in affective sciences. Results show that the classic procedure for subliminal affective priming seems, indeed, sensitive to gender bias, but that it is possible to maximise the affective effect and decrease the impact of the gender bias using repeated presentations of the prime.