Attention Increases Emotional Intensity

Leaf Van Boven, University of Colorado, USA
Kellen Mrkva, University of Colorado, USA
Jacob Westfall, University of Colorado, USA
Across three studies, directed attention increased the intensity of emotional reactions to images. Neutral stimuli were most malleable, exhibiting sharp increases in intensity when attended to. Study 2 replicated these effects and found that attention alters long-term processing of stimuli. Study 3 explored implications for person perception, interest, and choice.
[ to cite ]:
Leaf Van Boven, Kellen Mrkva, and Jacob Westfall (2014) ,"Attention Increases Emotional Intensity", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 163-167.