Rudimentary determinants of attitudes. II: Arm flexion and extension have differential effects on attitudes.

In the pain-flexor reflex, arm extension is temporally coupled with the onset of the unconditioned aversive stimulus, whereas flexion is associated with its offset; when retrieving desirable stimuli, arm flexion is more closely coupled temporally to the acquisition or consumption of the desired stimuli than arm extension. It was posited that these contingencies foster an association between arm flexion, in contrast to extension, and approach motivational orientations. Six experiments were conducted to examine this hypothesis. Ideographs presented during arm flexion were subsequently ranked more positively than ideographs presented during arm extension, but only when the Ss' task was to evaluate the ideographs when they were presented initially. Arm flexion and extension were also each found to have discernible attitudinal effects. These results suggest a possible role for nondeclarative memory in attitude formation.