Affect-Gating

Abstract

Neurobiological theories of affective processing suggest that different affective states can make people more sensitive to the stimulation impinging on different sensory channels. Five experiments show that consumers in a negative affective state experience enhanced sensitivity to the tactile benefits of products, whereas consumers in a positive affective state experience enhanced sensitivity to the visual benefits of products. Affect-based sensory sensitivity is a consequence of adaptations that induce mammals to seek social support when in a negative affective state and explore the environment when in a positive affective state. In humans, these adaptations are part of an innate system that influences preferences for products with tactile or visual benefits.

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