Affective Gating

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.



Citation:

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 .

Authors

Dan King, University of Florida, USA
Chris Janiszewski, University of Florida, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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