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Mood and judgment: the affect infusion model (AIM)

J P Forgas1

  • 1School of Psychology, University of New South Wales, Sydney, Australia.

Psychological Bulletin
|January 1, 1995
PubMed
Summary
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Affective states significantly influence social judgments. The Affect Infusion Model (AIM) explains how emotions impact judgments, with heuristic and substantive processing being more susceptible to this emotional influence.

Area of Science:

  • Social Psychology
  • Cognitive Psychology

Background:

  • Affective states are known to influence social judgments.
  • Existing theories offer partial explanations for this phenomenon.

Purpose of the Study:

  • To propose a new integrative theory, the Affect Infusion Model (AIM).
  • To explain how affective states impact social judgments comprehensively.

Main Methods:

  • Reviewed evidence on affect's role in social judgments.
  • Proposed the AIM based on a multiprocess approach.
  • Identified four judgmental strategies: direct access, motivated, heuristic, and substantive processing.

Main Results:

  • The AIM predicts varying degrees of affect infusion based on processing strategy.

Related Experiment Videos

  • Heuristic and substantive processing strategies are more prone to affect infusion than direct access or motivated strategies.
  • Target, judge, and situational variables influence the recruitment of high- or low-infusion strategies.

    • Conclusions:

    • The AIM provides a unified framework for understanding affect-cognition in social judgments.
    • Empirical support for the AIM has been reviewed.
    • The model's relationship with other affect-cognition theories is discussed, with implications for future research outlined.