Class notes
Economic and Consumer Psychology - Lecture 8
- Course
- Institution
Aantekeningen van College 8 Economic and Consumer Psychology Universiteit Leiden 2015/2016 semester 2
[Show more]
1 review
By: suzannecq • 7 year ago
Seller
Follownikiekuijt
Reviews received
Content preview
Affect and EmotionAffect and Cognition
How are affect and cognition related?
- Modern socio-cognitive perspective
- Affect and cognition are intertwined
- Cognition influences emotions
- Emotion influences information processing
What is affect?
Affect relates to
- Preferences: quite similar to attitudes, subtle subjective feelings of
pleasantness or unpleasantness. Could relate to you wanting to approach or avoid
something.
- Emotions (excitement)
- Clear object
- Brief
- Intense
- Feelings
- Action tendencies: i.e. If you’re angry, you might
want to attack or show your anger in someway. Change in motivation
to show a certain behavior.
- Cognitions: i.e. counterfactual thinking, regret,
lecture 5.
- Mood (depression)
- No clear object
- Longer-lasting
- Less intense
Dividing Different Types of Affect
- Many models assume two dimensions (2 factor model)
- Evaluation (negative vs. positive)
- Arousal (low vs. high)
- Autonomic nervous system
- Heartbeat increases, breathing
faster, skin conductance
- Two-factor Model of Affect
- Vertical dimension = arousal/engagement
- Horizontal dimension = pleasantness
The relationship between Arousal and Emotion
- James-Lange theory
- Emotion is interpretation of arousal
- Bear → Body reacts with physiological respons → Then
you infer your emotional state: fear.
- We feel afraid because we run away from the bear
- Facial Feedback
- Emotions are deduced from facial expressions
, - Thus not: happiness → smile muscles
- But rather: smile muscles → happiness
- Muscles gives us information about what we are
feeling
- Experiment Fritz Strack et al.
- Participants hold pencil in mouth
- Smiling or pouting
- Evaluation cartoons: how funny?
- Flexing smile muscle → more positive
affect
- Schachter’s Theory
- Attribution of arousal
- We often don’t know that source of arousal
- We feel arousal, it happens so quickly and we
need to attribute it quickly, which leads to misattribution
- How attractive is this woman?
- Walking on a wobbly bridge → woman was
found more attractive
- Wobbly bridge causes arousal, this sensation is
attributed to the attractiveness of the woman, rather than to the
source, which is the bridge.
- So again, emotion is shaped by arousal
- However, this is a-specific (people often don’t
know the source)
- Arousal is too general to be able to distinguish between specific emotions
- e.g., for both anger and happiness → high skin
conductance (shared arousal component, which makes it hard to
say which direction it will go to eventually).
- Excitation transfer
- Arousal transfers from one stimulus to another
- Film → fear
- Partner → more attractive
Conclusion
- Arousal is an important component of emotion
- But more characteristic and an enhancer that the ultimate source
Is affect completely seperate from cognition?
‘Affect is (somewhat) seperate from cognition’
- Ledoux (1996): The emotional brain
- Before we know if the snake is a snake or a branch, we
already react.
- Zajonc: ‘Preferences need no inferences’
- Affective reaction is immediate, not mediated by cognition
- Mere exposure effect
- Repeated presentation of neutral stimulus leads to a more
positive evaluation
- Repetition as peripheral cue in advertisement
- Subliminal presentation (5 ms.) of chinese characters
- Condition 1: 25 different characters (no
repetition)
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller nikiekuijt. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.23. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
56326 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now