Liking products by the head of a dog: Perceived orientation of attention induces valence acquisition

We show that the valence acquired by an object is sensitive to the perceived attention it receives and that this effect occurs in a quite implicit fashion. Participants were exposed to products (i.e., peppermint brands) associated with the head of dogs oriented toward them, looking straight ahead, or oriented away from them. Participants then completed an affective priming task, which allowed us to assess the valence acquired by the products in a task free of desirability concerns. Results show that the valence of the products increased linearly as the perceived orientation of attention of the targets moved toward them. This finding suggests that mimetic desire effects may be activated in a quite implicit fashion. The theoretical and social implications of this finding are discussed.