Individual differences in the effects of baby images on attitudes toward getting married

Previous research on determinants of marital and reproductive timing focused on factors prominent in evolutionary theories. We focused on complementary factors prominent in research on attitudes, social cognition, and personality. Attitude construal and situated inference theories hold that priming can increase the accessibility of specific concepts, and that valence of the primed concepts can affect subsequent judgments. In two studies, one with college students and the other with a larger, more diverse sample, women, but not men, wanted to get married sooner if they had than had not recently seen images of smiling babies. Primed women also listed a greater number of and more positive children-related thoughts about marriage. These results suggest that subtle contextual cues can alter accessibility of relevant concepts, affect attitudes even on important issues, and work differently for different individuals. The results also suggest closer links between evolutionary, social cognitive, and personality theories.