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An event-coding account of attitudes.

Bernhard Hommel1,2,3, Niek Stevenson4

  • 1Institute for Psychological Research and Leiden Institute for Brain and Cognition, Leiden University, Leiden, The Netherlands. bh@bhommel.onmicrosoft.com.

Psychonomic Bulletin & Review
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Affective codes can transfer between mental representations, influencing attitudes. This study shows how positive or negative feelings associated with one item can transfer to another if they share common features, impacting preferences.

Keywords:
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Area of Science:

  • Cognitive Psychology
  • Social Psychology
  • Neuroscience

Background:

  • Attitudes are formed by binding object features with affective codes.
  • The Theory of Event Coding proposes these form 'event files'.
  • Affective codes may transfer between event files with overlapping features.

Purpose of the Study:

  • To test the hypothesis that affective codes can migrate between event files.
  • To investigate how feature overlap influences affective code transfer.
  • To examine the role of feature binding in attitude formation.

Main Methods:

  • Participants categorized fictitious characters/fonts and International Affective Picture System (IAPS) images using response keys.
  • Response keys served as shared features linking different event files.
  • Likability of characters/fonts was assessed after categorization tasks.

Main Results:

  • Characters/fonts categorized with the same key as positive IAPS images were rated more likable.
  • Affective codes from IAPS images demonstrably transferred to unrelated stimuli.
  • Findings were replicated using unfamiliar fonts, confirming the feature-migration hypothesis.

Conclusions:

  • Attitudes, opinions, and preferences are represented by event files.
  • Affective feature codes are integral components of event files.
  • Feature binding mechanisms underlie the creation and modification of attitudes.