방법 비교

	Facial EMG	Evaluative Priming
분야	사회심리학	사회심리학
계열	Process / pipeline	Process / pipeline
기원 연도	1986	1986
창시자	John Cacioppo, Richard Petty and colleagues	Russell H. Fazio and colleagues
유형	Psychophysiological affect-measurement method	Reaction-time implicit attitude paradigm
원전	Cacioppo, J. T., Petty, R. E., Losch, M. E., & Kim, H. S. (1986). Electromyographic activity over facial muscle regions can differentiate the valence and intensity of affective reactions. Journal of Personality and Social Psychology, 50(2), 260-268.	Fazio, R. H., Sanbonmatsu, D. M., Powell, M. C., & Kardes, F. R. (1986). On the automatic activation of attitudes. Journal of Personality and Social Psychology, 50(2), 229-238.
별칭	Facial Electromyography, EMG Affect Measurement, Corrugator-Zygomaticus EMG	Automatic Evaluation Task, Fazio Priming Task, Bona Fide Pipeline
관련	3	3
요약	Facial electromyography (EMG) measures affect by recording the tiny electrical signals produced by facial muscles, providing an objective, continuous index of emotional valence and intensity that can detect reactions too subtle or fleeting to produce a visible expression. Cacioppo, Petty, Losch, and Kim showed in 1986 that activity over two muscle regions differentiates affect: the corrugator supercilii (the brow muscle that furrows in frowning) increases with negative affect, while the zygomaticus major (the cheek muscle that pulls in smiling) increases with positive affect, and amplitudes scale with the intensity of the reaction. Because surface electrodes capture muscle activity even when no overt expression occurs, facial EMG offers a sensitive, hard-to-fake measure of evaluative responses widely used in research on attitudes, emotion, persuasion, and social perception, often paired with reaction-time and self-report measures.	Evaluative priming, introduced by Fazio and colleagues in 1986, is the foundational reaction-time paradigm for measuring automatic attitudes. On each trial an attitude object (the prime) is briefly presented and is quickly followed by a clearly positive or negative target word that the participant categorizes as 'good' or 'bad' as fast as possible. When the prime and target share the same valence -- a liked object followed by a positive word -- responses are faster; when they mismatch, responses slow. This congruency effect reveals that merely seeing an attitude object automatically activates its associated evaluation, which then facilitates or interferes with judging the target. Because the attitude is inferred from response speed rather than self-report, evaluative priming gives a window onto spontaneous evaluations and became, in its 'bona fide pipeline' form, an early standard for measuring implicit attitudes including racial prejudice.