Physically threatening objects are negative, but negative objects are not necessarily threatening. Moreover, responses elicited by threats to physical harm are distinct from those elicited by other negatively (and positively) valenced stimuli. We discuss the importance of the threat versus valence distinction for implicit measurement both in terms of the activated evaluation and the design of the measure employed to assess that evaluation. We suggest that accounting for the distinct evaluations of threat and valence better enables implicit measures to provide understanding and prediction of subsequent judgment, emotion, and behavior.
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