Affective influences on evaluative processing

Paul M. Herr, Christine M. Page, Bruce E. Pfeiffer, Derick Davis

Research output: Contribution to journalArticle

23 Citations (Scopus)

Abstract

The past three decades have seen considerable debate about affect's influence on judgment. In three experiments, following manipulations of incidental, integral, and cognitively based affect, positive affect results in more efficient processing while negative affect appears to make judgments both less efficient and more effortful. Affect's influence is inferred from the consistency of participants' responses and the pattern of the positive-negative response latency asymmetry reported by Herr and Page, in which positive judgments appear to be relatively effortless and automatic while negative judgments require effortful and controlled processing. Positive affect reduced or eliminated the asymmetry while negative affect exacerbated it. Affect's influence appears consistent with a view of positive affect-induced processing efficiency.

Original languageEnglish (US)
Pages (from-to)833-845
Number of pages13
JournalJournal of Consumer Research
Volume38
Issue number5
DOIs
StatePublished - Feb 2012
Externally publishedYes

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asymmetry
manipulation
efficiency
experiment
Affective
Positive Affect
Positive affect
Asymmetry
Negative affect
Latency
Controlled
Experiment
Manipulation
Integral

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing
  • Arts and Humanities (miscellaneous)
  • Anthropology

Cite this

Herr, P. M., Page, C. M., Pfeiffer, B. E., & Davis, D. (2012). Affective influences on evaluative processing. Journal of Consumer Research, 38(5), 833-845. https://doi.org/10.1086/660844

Affective influences on evaluative processing. / Herr, Paul M.; Page, Christine M.; Pfeiffer, Bruce E.; Davis, Derick.

In: Journal of Consumer Research, Vol. 38, No. 5, 02.2012, p. 833-845.

Research output: Contribution to journalArticle

Herr, PM, Page, CM, Pfeiffer, BE & Davis, D 2012, 'Affective influences on evaluative processing', Journal of Consumer Research, vol. 38, no. 5, pp. 833-845. https://doi.org/10.1086/660844
Herr, Paul M. ; Page, Christine M. ; Pfeiffer, Bruce E. ; Davis, Derick. / Affective influences on evaluative processing. In: Journal of Consumer Research. 2012 ; Vol. 38, No. 5. pp. 833-845.
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