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This has been taken as evidence for greater affect misattribution. However, no study so far has combined an experimental manipulation of the depth of prime processing with the benefits of ERPs. Forty\u2010seven participants made like\/dislike responses about Korean ideographs following 800\u2010ms affective prime words while 64\u2010channel EEG was recorded. In a randomized within\u2010subject design, three levels of working\u2010memory load were applied specifically during prime processing. Affective priming was significant for all loads and even tended to decrease over loads, although efficiency of the load manipulation was confirmed by reduced amplitudes of posterior attention\u2010sensitive prime ERPs. Moreover, ERPs revealed greater explicit affective discrimination of the prime words as load increased, with strongest valence effects on central\/centroparietal N400 and on the parietal\/parietooccipital late positive complex under high load. This suggests that (a) participants by default tried to inhibit the processing of the prime's affect, and (b) inhibition more often failed under cognitive load, thus causing emotional breakthrough that resulted in a binding of affect to the prime and, hence, reduced affect misattribution to the target. As a correlate of affective priming in the target ERP, medial\u2010frontal negativity, a well\u2010established marker of (low) stimulus value, increased with increasing negative affect of the prime. Findings support implicit prime\u2010target affect transfer as a major source of affective priming, but also point to the role of strategic top\u2010down processes.<\/jats:p>","DOI":"10.1111\/psyp.13009","type":"journal-article","created":{"date-parts":[[2017,9,21]],"date-time":"2017-09-21T05:02:39Z","timestamp":1505970159000},"source":"Crossref","is-referenced-by-count":19,"title":["Affective priming and cognitive load: Event\u2010related potentials suggest an interplay of implicit affect misattribution and strategic inhibition"],"prefix":"10.1111","volume":"55","author":[{"given":"Henning","family":"Gibbons","sequence":"first","affiliation":[{"name":"Department of Psychology University of Bonn Bonn Germany"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Laura\u2010Effi","family":"Seib\u2010Pfeifer","sequence":"additional","affiliation":[{"name":"Department of Psychology University of Bonn Bonn 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