Affective Gating

Dan King, University of Florida, USA
Chris Janiszewski, University of Florida, USA
Neural theories of affective processes suggest that people may be more attuned to different sensory channels during different affective states. Experiment 1 shows that consumers in a negative affective state are more sensitive to tactile information, whereas consumers in a positive affect state are more sensitive to visual information. Experiment 2 and 3 show that consumers in a negative affective state can use the tactile quality of a product to improve their mood. Affect states operate like gates that open the flow of information from specific sensory channels, leading consumers to be overly sensitive to this information.
[ to cite ]:
Dan King and Chris Janiszewski (2010) ,"Affective Gating", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 553-553 .