In the mood for odd? The role of affective factors in the evaluation of categorical atypicality

Abstract

This paper investigates the impact of atypicality on cultural goods reception. While prior research has assumed controlled and highly cognitive mechanisms in audience evaluations, this paper probes the influence of affective states. We suggest that crises, such as the COVID-19 pandemic, trigger affective states and sway evaluations of atypical cultural goods. In a longitudinal study on movie evaluations (“Study 1”), we analyze how the external shock of the COVID-19 lockdown announcement — proxying heightened negative affects including anxiety — interacted with movies’ atypicality and their subsequent audience evaluations. Furthermore, two preregistered controlled experiments establish causal links at the individual level. Study 2 corroborates the causal relationship between the COVID-19 lockdown announcement and increased negative affects. Study 3 shows that higher negative affects moderate how perceived novelty mediates atypicality's effect on audience evaluations. Overall, this paper has important implications for research on categorization, social evaluations, and the consequences of COVID-19 policy consequences.