Devaluation of distracting stimuli

Previous research has shown that distracting stimuli are evaluated more negatively than new stimuli in a dual task paradigm (Raymond, Fenske, & Tavassoli, 2003). The present research aimed to extend this research by showing that repeatedly selecting targets in a perceptual identification task leads to lower evaluations of distracting stimuli embedded in this task, even when participants are unaware that they will be asked to evaluate the stimuli in a subsequent (separate) task. Results indeed show that repeatedly selecting target stimuli in the presence of distracting stimuli leads to devaluation of these distracting stimuli compared to both target stimuli and new stimuli in a subsequent task. The findings of the present research indicate that devaluation of repeatedly ignored stimuli arises even when stimulus evaluation is not salient during target selection.