The Elicited Impression of Street Facades Based on Affective Priming

The purpose of this study was to investigate the elicited impression of street facades by affective priming. Pictures of street facades differing in the amount of goods were presented as prime stimuli, and they were followed by presentations of human facial expressions of happiness or anger as to-be-recognized target stimuli. The results show that response times to angry faces were shorter after the presentation of negative facades compared to positive, and a reverse pattern of results found for to happy faces. The results provide support for the view that street facades elicit the rapid and automatic evaluation reaction.