Spontaneous versus Controlled Influences of Stimulus-Based Affect on Choice Behavior

Abstract

This article identifies two routes through which affect and cognitions arising from a stimulus can influence choices: a “lower order” route, where choices are influenced through automatic affective processes, and a “higher order” route, where choices are influenced through more controlled affective or consequence-related cognitive processes. Across three experiments the extent of deliberation, mental preoccupation, and the nature of exposure to the stimuli were manipulated to identify conditions under which lower order affect, higher order affect, or higher order cognitions impact choices. Respondents chose between two alternatives: one that was associated with more intense positive affect but less favorable cognitions (e.g., chocolate cake), and one that was associated with less intense positive affect but more favorable cognitions (e.g., fruit salad). Findings suggest that when the individual makes the decision quickly and is mentally preoccupied while making the decision, choices are driven by lower order affect. When the individual deliberates on the decision without being mentally preoccupied and the affect-laden option is in full view while the decision is being deliberated upon, choices are driven by higher order affect. In both cases, the affect-laden option (e.g. chocolate cake) is selected. In all other situations, choices are driven by higher order consequence-related cognitions and the alternative that is superior on the cognitive dimension (e.g. fruit salad) is selected. It is suggested that the effects of affective reactions on choice occur through the activation of appetitive (i.e., gratification-seeking) goals.