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Influence of different positive emotions on persuasion processing: a functional evolutionary approach
Vladas Griskevicius1, Michelle N Shiota, Samantha L Neufeld
1Department of Marketing, University of Minnesota, 321 19th Avenue South, Minneapolis, MN 55455, USA. vladasg@umn.edu
Emotion (Washington, D.C.)
|April 7, 2010
Summary
Positive emotions impact cognitive processing differently. Some positive emotions enhance heuristic reliance and persuasion, while others, like awe, reduce it, suggesting emotion-specific cognitive effects.
Area of Science:
- Cognitive Psychology
- Social Psychology
- Evolutionary Psychology
Background:
- Positive affect generally increases reliance on cognitive heuristics.
- Theories of discrete emotions suggest specific positive emotions may have distinct cognitive consequences.
Purpose of the Study:
- To investigate how six distinct positive emotions influence the processing of persuasive messages.
- To explore emotion-specific effects on cognitive processing beyond general positive affect.
Main Methods:
- Two experiments were conducted using varied methods to induce emotions.
- Participants' processing of persuasive messages was assessed under different induced emotional states.
Main Results:
- Anticipatory enthusiasm, amusement, and attachment love increased acceptance of weak persuasive messages.
- Awe and nurturant love decreased acceptance of weak persuasive messages.
- Mediation analyses indicated distinct mediators for emotion-specific effects.
Conclusions:
- Different positive emotions have distinct effects on cognitive processing and persuasion.
- Findings support evolutionary accounts of discrete positive emotions and their functions.
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