The role of perceived physiological activity in affective judgments

Abstract

This study assessed the physiological and cognitive effects of Valins' ( Valins, S. Journal of Personality and Social Psychology, 1966, 4, 400–408 ) false heart rate procedure. Twenty-two male subjects were exposed to two feedback conditions during which measures of actual heart rate and skin conductance were obtained. In each condition, eight slides of nude females were presented; some slides were associated with false heart rate increases, while for other slides the feedback remained stable. In one condition, subjects were told that the heart rate was that of another subject; in the other condition, subjects were told that the feedback was their own heart rate. In both conditions, subjects judged the attractiveness of the slides from their own point of view and from the point of view of the other subject. Slides associated with false heart rate increases were rated as more attractive than stable slides when subjects (1) heard their own heart rate and rated their own attraction; (2) heard the other subject's heart rate and rated their own attraction; and (3) heard the other subject's heart rate and rated the other subject's attraction. Skin conductance responses and actual cardiac decelerations were greater when subjects heard what was allegedly their own heart rate and when the slides were accompanied by apparent cardiac acceleration. However, these actual physiological responses did not play a causal role in relation to the affective judgments. Instead, the relationship between perceived physiological changes and feelings of attractiveness was mediated by cognitive processes associated with informational and directive influences of the feedback.