Affect infusion theory

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The affect infusion model ( Affect-infusion theory ) is the declaration of contradictory effects of mood (psychology) on the person perception , on attributions and the formation of stereotypes . The affect infusion theory was developed by Forgas (1995; cf. also Schwarz, 2000) and distinguishes four mood infusion strategies:

  1. The Direct Assessment Strategy comes into play when an issue of low importance and high profile features, so that a judgment about the memory stored and easily accessible knowledge content than moods comes about (eg. B. Assessment of known consumer products).
  2. Motivational mood management is used to improve a bad mood. The topic is highly relevant and the reviewers are motivated to raise their spirits. Example: A person who has heard that the film "Bridget Jones" is a fabulous comedy decides to go to the cinema in the evening after their mood has deteriorated increasingly during the day.
  3. The affect-as-information model includes the assumption that moods serve as reference points that flow into a judgment. The basis is the How-do-I-feel-about-it? Heuristic , which is used as a measure of the threat of a situation or fact. Example: In a good mood, the risk of illness is classified as lower than in a bad mood.
  4. The affect priming model assumes that memory contents that are congruent with mood are more accessible. Positive mood increases the accessibility of memories with a positive sign, while negative mood improves the accessibility of negative memories. Furthermore, it is assumed that these effects spread more strongly the longer the processing time for a situation. The longer someone thinks about an event, e.g. B. because it is exceptional, the more his or her assessment should be distorted by the mood (see priming ).

While the last two strategies mentioned lead to mood congruence effects, no corresponding effects are to be expected with the two first mentioned strategies.

Explanation : Thayer, Newman & McClain (1994) distinguish six forms of individual mood management to counteract "tense-tired" moods:

  1. Active mood management ( meditation , massage , physical exercise, etc.),
  2. Distraction strategies (listening to music, taking a hot bath, etc.),
  3. Passive mood management (television, eating, shopping, etc.),
  4. Social support , emotional relief and self -reward (calling friends, expressing frustrations, being pampered, etc.),
  5. Withdrawal and avoidance strategies (avoiding stress, "pulling the covers over your head"),
  6. Strategies that aim to directly reduce tension (self-medication, alcohol, etc.).

Individual evidence

  1. ↑ JP Forgas: Mood and judgment: The Affect Infusion Model (AIM) . In: Psychological Bulletin. 117: 39-66 (1995).
  2. ^ N. Schwarz: Social judgment and attitudes: warmer, more social, and less conscious. In: European Journal of Social Psychology. 30 (2000), pp. 149-176.
  3. ^ RE Thayer, JR Newman, TM McClain: Self-regulation of mood: Strategies of changing bad mood, raising energy, and reducing tension. In: Journal of Personality and Social Psychology. 67: 910-925 (1994).