Unconscious Emotion

Abstract— Conscious feelings have traditionally been viewed as a central and necessary ingredient of emotion. Here we argue that emotion also can be genuinely unconscious. We describe evidence that positive and negative reactions can be elicited subliminally and remain inaccessible to introspection. Despite the absence of subjective feelings in such cases, subliminally induced affective reactions still influence people's preference judgments and even the amount of beverage they consume. This evidence is consistent with evolutionary considerations suggesting that systems underlying basic affective reactions originated prior to systems for conscious awareness. The idea of unconscious emotion is also supported by evidence from affective neuroscience indicating that subcortical brain systems underlie basic "liking" reactions. More research is needed to clarify the relations and differences between conscious and unconscious emotion, and their underlying mechanisms. However, even under the current state of knowledge, it appears that processes underlying conscious feelings can become decoupled from processes underlying emotional reactions, resulting in genuinely unconscious emotion.     

Putting behavior on hold decreases reward value of need-instrumental objects outside of awareness

We examined whether cues that put impulsive behavior towards rewarding objects on hold reduces the value of the rewarding objects outside of conscious awareness. We manipulated the reward value of water by making participants thirsty, or not. Next, a bottle of water was subliminally presented in a go/no-go task, and paired with either go cues or no-go cues (putting behavior on hold). Subsequently, as a measure of reward value of water, participants estimated the size of water objects. Results showed that repeatedly withholding behavior towards water reduced the perceived size of water objects, but only when participants were made thirsty. These results suggest that withholding impulsive behavior towards objects that serve basic needs nonconsciously reduces reward value of these objects. Implications for nonconscious behavior regulation are briefly discussed.     

心理账户的认知标签与情绪标签对消费决策行为的影响

Mental accounting is the set of cognitive operations used by individuals and households to organize, evaluate, and keep track of financial activities. Mental accounting proposes that people utilize a set of cognitive labels to evaluate their financial activities, each of which is associated with different preferences to consume (Levav & McGraw, 2009; Kahneman & Tversky 1984; Thaler 1985, 1990). Mental accounting researchers have shown that windfall gains are spent more readily and frivolously than ordinary income. Consumers prefer to spend their windfall gains on hedonic consumptions but spend their ordinary incomes on utilitarian consumptions. Levav and McGraw (2009) suggested that emotional accounting, including people’s feelings about money, also influences consumer choices. When people have negative feelings toward windfall, they opt to make utilitarian expenditures. However, the process of how cognitive (windfall or ordinary income) and affective (positive or negative emotion) tags interact in consumer behavior was not explored. This study proposes that both cognitive tag and affective tags in mental accounting affect consumer decision making. The objective of this study is to explore the interactive effect of cognitive and affective tags in mental accounting on consumer decision through four studies. In studies 1a and 1b, the effect of cognitive and affective tags in mental accounting on consumer decision making behavior was measured. Study 1a showed that the positive tag of windfall income is preferred for hedonic consumption, whereas the negative tag of windfall income is preferred for utilitarian consumption. Both positive and negative tags of ordinary income are preferred for utilitarian consumption. Study1b utilized a field study to examine actual consumption behavior. The results showed that when people received 15 Yuan RMB as ordinary income, they prefer to spend it on utilitarian consumption regardless of the positive or negative emotion they feel. However, they receive 15 Yuan RMB as windfall income, they prefer to use it for hedonic consumption in the positive emotion and for utilitarian consumption in the negative emotion. Studies 2a and 2b attempted to explore the reason of negative emotion can make windfall income turn from hedonic to utilitarian consumption. Study2a found that when people expect to feel guilty about spending windfall income on hedonic consumption, they would avoid hedonic consumption. Study2b found that when people felt guilty about windfall income, they tend to avoid hedonic consumption. Compared with the low guilt level group, the high guilt level group prefers to use windfall income for utilitarian consumption. These results suggest that cognitive and affective tags influence consumer behavior. The influence of cognitive tag on consumer decision presents the “cognition match effect”, whereas the influence of affective tag on consumer decision presents the “affect match effect”. Both tags also have an interaction effect on consumer decision. Guilt may be a mechanism that results in the negative tag of windfall being preferred for utilitarian consumption.     

Implicit energy loss: Embodied dryness cues influence vitality and depletion

Consumers have long recognized that thirst motivates beverage consumption, however little is known of the consequences of dryness-related cues and experienced energy. Based on the embodied cognition view (Landau et al., 2010; Meier et al., 2012) and motivational perspective for energy (Clarkson, 2010; Inzlicht & Schmeichel, 2012), four studies examined the idea that activation of different levels of the dryness–thirst metaphor (e.g., semantic primes, visual images, or physical thirst) will influence perceived energy. In Study 1, participants primed with dryness-related concepts reported greater physical thirst and tiredness and lower subjective vitality. In Study 2, participants who were physically thirsty were less persistent in investing effort in an unsolvable anagram task. In Study 3, images of arid land influenced time preference regarding when to begin preparation to make a monetary investment. Finally, in Studies 4a and 4b, exposure to the names of dryness-related products influenced impressions of the vitality of a target person. Overall, the findings suggest that physical or conceptual dryness-related cues influence perceived energy and may have consequences on consumer behavior.     

Selecting decision strategies: The differential role of affect

This experiment sought to clarify the potential role of emotional feelings in the systematic impact of implicitly processed affective stimuli on mental effort mobilisation. Participants worked on an attention task during which they were primed with suboptimally presented happiness versus sadness expressions. Before the task, half the participants received a cue for the possible affective influence of “flickers” to be presented during the task. This manipulation usually reduces the impact of conscious feelings on resource mobilisation. As anticipated, sadness primes resulted in higher experienced task demand and higher mental effort (stronger cardiac contractility assessed as shortened pre-ejection period) than happiness primes. Most importantly, instead of reducing the prime effects on mental effort, the cue manipulation significantly increased participants’ effort in general, reflecting additional cognitive demand. The results speak against the idea that affect primes influence effort mobilisation by eliciting conscious emotional feelings.     

Epinephrine,Arousal, and Emotion: A New Look at Two-factor Theory

Ever since William James, psychologists of emotion have tended to view affective states as intrinsically conscious. We argue that nonconscious affect also exists, and focus specifically on the possibility of unconscious "liking". We present evidence that positive and negative affective reactions can be elicited subliminally, while a person is completely unaware of any affective reaction at all (in addition to being unaware of the causal stimulus). Despite the absence of any detectable subjective experience of emotion, subliminally induced unconscious "liking" can influence later consumption behaviour. We suggest that unconscious "liking" is mediated by specific subcortical brain systems, such as the nucleus accumbens and its connections. Ordinarily, conscious liking (feelings of pleasure) results from the interaction of separate brain systems of conscious awareness with those core processes of unconscious affect. But under some conditions, activity in brain systems mediating unconscious core "liking" may become decoupled from conscious awareness. The result is a genuinely unconscious emotion.     

So curious that I want to buy it: The positive effect of queue wait on consumers' purchase intentions

Queue wait is a prevalent daily experience, with most prior research documenting its negative consequences on consumer outcomes. Recent research has suggested otherwise, revealing potential positive effects of queue wait. However, studies on the positive queue effects are rather limited and have largely neglected the role of consumers' affective experience in driving potential favorable consumer outcomes. Expanding this stream of research, in this article, we build on the queue wait literature and the curiosity literature to propose that the presence of queue waits generates feelings of curiosity and more importantly such curious feelings influence consumers' decision-making in fashions that enhance their purchase intentions. The boundary condition for this effect was also examined. Five studies provided empirical evidence: the presence versus absence of queue wait enhances participants' purchase intentions that carry real consequences (Study 1); this effect is mediated by participants' feelings of curiosity after accounting for quality (Study 2) or after controlling for quality (Studies 1, 3–5), and is stronger among participants with hedonic versus utilitarian consumption motivation (Studies 4 and 5). By documenting the curiosity account for the positive effect of queue wait on consumers' purchase intentions, this research adds to extant research on positive queue effects and expands the curiosity literature into the queue wait context. The observed moderating effect of hedonic versus utilitarian consumption motivation echoes with the curiosity account. Practical implications for marketers were discussed.     

Reactance in affective-evaluative learning: Outside of conscious control?

Recent studies have shown that the basic evaluative conditioning (EC) effect (originally neutral stimuli acquiring an affective value congruent with the valence of the affective stimulus they were paired with) seems to be limited to participants who are unaware of the stimulus pairings. If participants are aware of the pairings, reactance effects occur (i.e., changes in the opposite direction of the valence of the affective stimulus). To examine whether these reactance effects are due to processes of conscious countercontrol or whether the ratings reflect intrinsic feelings towards the stimuli, a new procedure was developed that included a bogus-pipeline condition. In this procedure, which was adapted from attitude research, participants were connected to bogus lie detector equipment leading them to believe that their "true" affective-evaluative responses were being observed. In Experiment 1, reactance effects occurred also in this procedure, suggesting that the effect is spontaneous and not due to processes of conscious countercontrol. In Experiment 2, these effects were replicated using a between-subjects design in addition to the standard within-subjects control condition.     

Recent books

Recent studies have shown that the basic evaluative conditioning (EC) effect (originally neutral stimuli acquiring an affective value congruent with the valence of the affective stimulus they were paired with) seems to be limited to participants who are unaware of the stimulus pairings. If participants are aware of the pairings, reactance effects occur (i.e., changes in the opposite direction of the valence of the affective stimulus). To examine whether these reactance effects are due to processes of conscious countercontrol or whether the ratings reflect intrinsic feelings towards the stimuli, a new procedure was developed that included a bogus‐pipeline condition. In this procedure, which was adapted from attitude research, participants were connected to bogus lie detector equipment leading them to believe that their “true” affective‐evaluative responses were being observed. In Experiment 1, reactance effects occurred also in this procedure, suggesting that the effect is spontaneous and not due to processes of conscious countercontrol. In Experiment 2, these effects were replicated using a between‐subjects design in addition to the standard within‐subjects control condition.     

绿色还是享乐?参与环保活动对消费行为的影响

以往对于环保问题的研究主要关注如何促进人们更多从事环保行为,较少有研究涉及参与环保行为后会产生怎样的影响,而且这方面的研究也没有一个一致的结论。通过3个实验发现当绿色消费和享乐消费是竞争关系时,对于认为环境价值观重要的个体来说,无论参与环保活动是出于内在动机还是外在动机都会增强消费者的环保自我担当,促进绿色消费,而对于认为环境价值观不重要的个体来说,只有参与环保活动是出于内在动机的时候才会增加消费者环保目标进展的感知,促进享乐消费,出于外在动机参与环保活动并不会促进享乐消费。     

Motivation sharpens exogenous spatial attention

Although both attention and motivation affect behavior, how these 2 systems interact is currently unknown. To address this question, 2 experiments were conducted in which participants performed a spatially cued forced-choice localization task under varying levels of motivation. Participants were asked to indicate the location of a peripherally cued target while ignoring a distracter. Motivation was manipulated by varying magnitude and valence (reward and punishment) of an incentive linked to task performance. Attention was manipulated via a peripheral cue, which correctly predicted the presence of a target stimulus on 70% of the trials. Taken together, our findings revealed that the signal detection measure, reflecting perceptual sensitivity, increased as a function of incentive value during both valid and invalid trials. In addition, trend analyses revealed a linear increase in detection sensitivity as a function of incentive magnitude for both reward and punishment conditions. Our results suggest that elevated motivation leads to improved efficiency in orienting and reorienting of exogenous spatial attention and that one mechanism by which attention and motivation interact involves the sharpening of attention during motivationally salient conditions.     

Evidence for mixed feelings of happiness and sadness from brief moments in time

Theorists disagree about whether valence is a basic building block of affective experience or whether the positive and negative substrates underlying valence are separable in experience. If positivity and negativity are separable in experience, people should be able to feel happy and sad at the same time. We addressed limitations of earlier evidence for mixed feelings by collecting moment-to-moment measures of happiness and sadness that required participants to monitor their feelings only occasionally. In Study 1, participants were occasionally cued to press one button if they felt happy and another if they felt sad. Participants spent more time reporting mixed feelings (i.e., simultaneously pressing both buttons) during bittersweet scenes than non-bittersweet scenes. In Study 2, participants reported their feelings only once. Participants spent more time reporting mixed feelings when cued during a bittersweet, as opposed to non-bittersweet, scene. These results extend earlier evidence that happiness and sadness can co-occur.     

The effects of situational performance constraints on intrinsic motivation and satisfaction: The role of perceived competence and self-determination

Situational performance constraints, task interest, and pay contingencies were manipulated in a laboratory study in order to investigate the cognitive mechanisms associated with the previously observed detrimental effects of constraints on affective task reactions. It was hypothesized that feelings of task competence and self-determination would account for both the direct and the interactive effects of constraints on motivation and satisfaction. The results of the study indicated that despite the fact that participants' performance was being constrained and they were aware of these constraints, the mere presence of the constraints alone failed to result in lower levels of satisfaction or motivation on a proofreading task. Post hoc analyses suggested that the constraints, in fact, led to negative affective task reactions when they also reduced participants' feelings of competence and self-determination. Interestingly, participants' generalized locus of control was associated with such effects. Internals tended to maintain stronger feelings of competence and self-determination than externals in the presence of constraints, thereby also maintaining greater motivation and satisfaction.     

On emotionally intelligent time travel: individual differences in affective forecasting ability

In two studies, the authors examined whether people who are high in emotional intelligence (EI) make more accurate forecasts about their own affective responses to future events. All participants completed a performance measure of EI (the Mayer-Salovey-Caruso Emotional Intelligence Test) as well as a self-report measure of EI. Affective forecasting ability was assessed using a longitudinal design in which participants were asked to predict how they would feel and report their actual feelings following three events in three different domains: politics and academics (Study 1) and sports (Study 2). Across these events, individual differences in forecasting ability were predicted by participants' scores on the performance measure, but not the self-report measure, of EI; high-EI individuals exhibited greater affective forecasting accuracy. Emotion Management, a subcomponent of EI, emerged as the strongest predictor of forecasting ability.     

Emotions over time: synchronicity and development of subjective, physiological, and facial affective reactions to music

Most people are able to identify basic emotions expressed in music and experience affective reactions to music. But does music generally induce emotion? Does it elicit subjective feelings, physiological arousal, and motor reactions reliably in different individuals? In this interdisciplinary study, measurement of skin conductance, facial muscle activity, and self-monitoring were synchronized with musical stimuli. A group of 38 participants listened to classical, rock, and pop music and reported their feelings in a two-dimensional emotion space during listening. The first entrance of a solo voice or choir and the beginning of new sections were found to elicit interindividual changes in subjective feelings and physiological arousal. Quincy Jones' "Bossa Nova" motivated movement and laughing in more than half of the participants. Bodily reactions such as "goose bumps" and "shivers" could be stimulated by the "Tuba Mirum" from Mozart's Requiem in 7 of 38 participants. In addition, the authors repeated the experiment seven times with one participant to examine intraindividual stability of effects. This exploratory combination of approaches throws a new light on the astonishing complexity of affective music listening.     

Affective motivations to help others: A two‐stage model of donation decisions

Emotional reactions are an important element in the motivation to help others. Our research examined the role of affective vs. deliberative information processing in the genesis and use of emotional reactions in decisions to provide financial aid to people in distress. In two studies, we investigated whether information processing mode influenced participants' donations, affective reactions, and the relationship between the two. Information processing was manipulated by a priming procedure and a cognitive load paradigm. Participants' empathic emotions were assessed by self‐reported sympathy, compassion, and distress. Additionally, we measured how much better a donation would make participants feel and their anticipated regret for not donating, which were taken as indicators of their motivation to donate as a form of mood management. Results suggest that different mechanisms govern the initial decision to donate money (Stage 1) compared to later decisions on how much money to donate (Stage 2). Motivations for mood management were primarily predictive of donation decisions, whereas empathic feelings were predictive of the donation amount. The potentially disruptive effects of deliberative processing on prosocial behavior are discussed in light of a two‐stage processing model of donations. Copyright © 2010 John Wiley & Sons, Ltd.     

Motivated prediction of future feelings: effects of negative mood and mood orientation on affective forecasts

This article examines the role of motivational factors in affective forecasting. The primary hypothesis was that people predict positive emotional reactions to future events when they are motivated to enhance their current feelings. Three experiments manipulated participants' moods (negative vs. neutral) and orientation toward their moods (reflective vs. ruminative) and then assessed the positivity of their affective predictions for future events. As hypothesized, when participants adopted a reflective orientation, and thus should have been motivated to engage in mood-regulation processes, they predicted more positive feelings in the negative than in the neutral mood condition. This pattern of mood-incongruent affective prediction was not exhibited when participants adopted a ruminative orientation. Additionally, within the negative mood condition, generating affective forecasts had a more positive emotional impact on reflectors than on ruminators. The findings suggest that affective predictions are sometimes driven by mood-regulatory motives.     

Authenticity as a eudaimonic construct: The relationships among authenticity,values, and valence

The construct of authenticity is thought of as an expression of individuality and eudaimonic well-being. Yet, previous research has related state authenticity more to positive affect and pleasant behavior. We examine the extent to which feeling authentic is a reflection of personally held standards of worth (values) and authenticity’s relationship with affective states. We also examine whether feelings of authenticity are facilitated by dispositional authenticity. Study 1 had participants debate benevolent behavior (N = 199). In study two (N = 124) and three (N = 146), participants described memories where they acted in concordance or against their values, in both pleasant and unpleasant contexts. We found a relationship between acting in accordance with one’s values and experiencing authenticity, thus demonstrating that authenticity is a form of eudaimonic well-being, which is closely related to, but distinct from, affective states. We found less consistent associations between dispositional authenticity and momentary authentic feelings.     

The attenuating effect of mortality salience on dishonest behavior

People are easily tempted to engage in dishonest behavior when an incentive is given and when full anonymity is provided. In the present work, we investigated existential threat as a motivational factor that might reduce dishonest behavior. Research based on terror management theory has found that mortality salience increases the motivation to fulfill salient values of one’s cultural worldview. Assuming the concept of honesty is important to human societies, we hypothesized that mortality salience will reduce dishonest behavior when the concept of honesty is salient. In two experiments, we assessed dishonesty under full anonymity by applying a die-under-the-cup paradigm with the expected value serving as a stochastic baseline for honest behavior. Both experiments provided support for our hypothesis. Given an incentive to cheat, when the concept of honesty was cognitively activated by a word-search puzzle (Study 1) or by the name of the dice game (i.e., “honest game”; Study 2), mortality salient participants showed not only less dishonest behavior but actually honest behavior.

     

Anticipated Regret and Time Perspective: Changing Sexual Risk-taking Behavior

In two studies we test the effects of anticipated affective reactions such as regret on behavioral expectations and behavior. These effects were examined in the context of sexual risk-taking behavior. More specifically, we tested the impact of the anticipated feelings associated with unsafe sex on sexual risk-taking behavior. We assumed a difference between the feelingsabout unsafe sex and the feelings people anticipate to haveafter this behavior. Two studies tested the hypothesis that respondents who are induced to focus on their anticipated, post-behavioral feelings are more likely to report negative feelings such as regret and to adopt safer sexual practices than respondents who are asked to focus on their feelings about the behavior itself. Study 1 shows that anticipated feelings after unsafe sex were more negative than feelings about the behavioral act itself, and that respondents who were asked to consider these anticipated feelings expressed stronger expectations to reduce their risk in future interactions. Thus, asking respondents to take a wider time perspective, and to consider the feelings they would haveafter having had unsafe sex, resulted in ‘safer’ behavioral expectations. Study 2 replicates the findings of Study 1, and also yielded a reliable effect of the time perspective manipulation on actual, self-reported behavior. Respondents who were asked to report on their anticipated feelings after unsafe sex showed less risky behavior in the five months following the experiment than the remaining respondents. Thus, the induced focus on post-behavioral emotions increased the likelihood of preventive behavior. Implications of these findings for behavioral intervention programs are discussed.