On the other side of the mirror: Priming in cognitive and social psychology

Over the past several years, two largely separate traditions have collided, leading to controversy over claims about priming. We describe and contrast the main accounts of priming effects in cognitive and social psychology, focusing especially on the role of awareness. In so doing, we consider one of the core points of contention: claims about the effects of subliminal priming. Whereas cognitive psychologists often are interested in exploring how priming operates with and without awareness, social psychologists more commonly assume subliminality in order to bolster claims about the automaticity of priming. We discuss the criteria necessary to claim that a stimulus was processed entirely without awareness, noting the challenges in meeting those criteria. Finally, we identify three sources of conflict between the fields: Awareness, replicability, and the nature of the underlying processes. We close by proposing resolutions for each of them.