The influence of affect and goal priming on decision search behavior

Abstract

The interaction between goals and affect in decision making is not well understood. We test the affective-motivational route theory (AMR: Aarts et al. 2008b) which predicts that positive affect primed along with a goal leads to goal pursuit, whereas negative affect primed along with a goal does not lead to less goal pursuit. In the current study, we test AMR using a process tracing paradigm where individuals are primed with goals (accuracy or speed) and affect (positive or negative). Participants then performed a decision search task where decision relevant information must be actively searched. Results indicate participants primed with negative affect showed search behavior consistent with the primed goals of accuracy or speed. Conversely, participants primed with positive affect showed search behavior inconsistent with the primed goals of accuracy or speed. These results are in the opposite direction of AMR but are consistent with self-regulatory theories.