Affect intensity and processing fluency of deterrents

Abstract

The theory of emotional intensity (Brehm, 1999) suggests that the intensity of affective states depends on the magnitude of their current deterrents. Our study investigated the role that fluency—the subjective experience of ease of information processing—plays in the emotional intensity modulations as reactions to deterrents. Following an induction phase of good mood, we manipulated both the magnitude of deterrents (using sets of photographs with pre-tested potential to instigate an emotion incompatible with the pre-existent affective state—pity) and their processing fluency (normal vs. enhanced through subliminal priming). Current affective state and perception of deterrents were then measured. In the normal processing conditions, the results revealed the cubic effect predicted by the emotional intensity theory, with the initial affective state being replaced by the one appropriate to the deterrent only in participants exposed to the high magnitude deterrence. In the enhanced fluency conditions the emotional intensity pattern was drastically altered; also, the replacement of the initial affective state occurred at a lower level of deterrence magnitude (moderate instead of high), suggesting the strengthening of deterrence emotional impact by enhanced fluency.