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The affective component of attitudes refers to feelings or emotions linked to an attitude object. Affective responses influence attitudes in a number of ways. For example, many people are afraid or scared of spiders. So this negative affective response is likely to cause someone to have a negative attitude towards spiders.
For example, in early times, seeing a lion (a fearful stimulus) probably elicited a negative but highly motivational affective state (fear) in which the human being was propelled to run away. In this case the goal would be to avoid getting killed.
An example of an attitude object is a product (e.g., a car). People can hold various beliefs about cars (cognitions, e.g., that a car is fast) as well as evaluations of those beliefs (affect, e.g., they might like or enjoy that the car is fast). Together these beliefs and affective evaluations of those beliefs represent an attitude toward the ...
Affective science is the scientific study of emotion or affect. This includes the study of emotion elicitation, emotional experience and the recognition of emotions in others. Of particular relevance are the nature of feeling, mood , emotionally-driven behaviour, decision-making, attention and self-regulation, as well as the underlying ...
In relation to perception, a type of non-conscious affect may be separate from the cognitive processing of environmental stimuli.A monohierarchy of perception, affect and cognition considers the roles of arousal, attentional tendencies, affective primacy, [8] evolutionary constraints, [9] [10] and covert perception [11] within the sensing and processing of preferences and discrimination.
Deflections are the distances in the EPA space between transient and fundamental affective meanings. For example, a mother complimented by a stranger feels that the unknown individual is much nicer than a stranger is supposed to be, and a bit too potent and active as well – thus there is a moderate distance between the impression created and the mother's sentiment about strangers.
Affective forecasting, otherwise known as intuition or the prediction of emotion, also impacts attitude change. Research suggests that predicting emotions is an important component of decision making, in addition to the cognitive processes. [16] How we feel about an outcome may override purely cognitive rationales.
For example, if someone's brain predicts the presence of a snake as well as the unpleasant affect that would result upon encountering a snake ("interoceptive prediction"), that brain might categorize and construct an experience of "fear." This process takes place before any actual sensory input of a snake reaches conscious awareness.