User experience research has made considerable progress in understanding subjective experience with interactive technology. Nevertheless, we argue, some blind spots have remained: individual differences are frequently ignored, the prevalent measures of selfreport rarely undergo verification, and overly focus is on utilitarian and hedonic dimensions of experience.A Stroop priming experiment was constructed to assess what people implicitly associate with a picture of a computing device. Three categories of target words were presented: hedonic, utilitarian and "geek" words. Longer response times were interpreted as stronger associations. Need-for-cognition and subject of undergraduate study (computer science vs. psychology) were taken as predictors for a hypothetical geek personality. The results suggest that persons with a geek predisposition tend to think of computers as objects of intellectual challenge and play, rather than tools or extensions of the self.