Paradigm for the elicitation of implicit attitudes. A: Illustration of the 4 different classes of stimuli. Participants were asked to press (go) or not press (nogo) a response button according to whether or not an item belonged to the cosmetics or food category. Of both categories, half belonged to major German brands whereas the other half represented no-name products. B: Pictures of food and cosmetic items were presented in random order intermixed with words with positive or negative valence. In any given run, the participant had to press for one class of picture items (e.g., food) and one class of words (e.g., negative). In the actual experiment, color images were used.