Backgound: Recent research has demonstrated that implicit models of
illness are capable of activation by priming techniques. Purpose: To test the hypothesis that
following a common cold prime, illness related schematic information would be more accessible
when the illness in question is 'in season' than when it is 'out of
season'. Methods: A 2(common cold vs. neutral prime) X 2(in season vs. out of season)
experimental design. Participants (N = 85) were primed prior to completing a modified colour
Stroop task to assess accessibility of implicit illness related information. Findings:
Moderated linear regression of response latency to common cold words revealed the predicted
main effect of prime (B = .28, p = .009) and significant 2-way interaction of prime with
seasonality (B = .26, p = .016). Illness related information was more accessible in
participants primed when the common cold was in season than when it was not in season.
Discussion: The social environment may make the activation of a specific illness schema more
likely.
