Past research has linked action orientation to intuitive affect regulation (Koole & Jostmann, 2004; Kuhl, 1981). The present research examines whether action orientation can regulate subliminally activated affect. In an experimental study, action-vs. state-oriented participants were exposed to subliminal primes of schematic faces with an angry, neutral, or happy expression. Participants subsequently rated their affect on a basic affect measure. The results showed prime-congruent effects among state-oriented individuals: subliminal angry primes led to lower basic affect compared to subliminal happy primes. Action-oriented participants were not influenced by the subliminal priming in their basic affective reactions. The authors conclude that action orientation is a regulator of basic affective responses, even when these responses are triggered outside of conscious awareness. © 2005 Hogrefe & Huber Publishers.