Influence of Suboptimally and Optimally Presented Affective Pictures and Words on Consumption-Related Behavior

Abstract

Affective stimuli can influence immediate reactions as well as spontaneous behaviors. Much evidence for such influence comes from studies of facial expressions. However, it is unclear whether these effects hold for other affective stimuli, and how the amount of stimulus processing changes the nature of the influence. This paper addresses these issues by comparing the influence on consumption behaviors of emotional pictures and valence-matched words presented at suboptimal and supraliminal durations. In Experiment 1, both suboptimal and supraliminal emotional facial expressions influenced consumption in an affect-congruent, assimilative way. In Experiment 2, pictures of both high- and low-frequency emotional objects congruently influenced consumption. In comparison, words tended to produce incongruent effects. We discuss these findings in light of privileged access theories, which hold that pictures better convey affective meaning than words, and embodiment theories, which hold that pictures better elicit somatosensory and motor responses.

Behind the Robot’s Smiles and Frowns: In Social Context, People Do Not Mirror Android’s Expressions But React to Their Informational Value

“…It is worth nothing here that the corrugator often provides a more sensitive index of both mimicry and affective reactions (Hess et al, 2017 ), albeit many contextual modification effects have been observed on the zygomaticus, which is under more voluntary control (Niedenthal et al, 2010 ). Setting aside these complications, the preliminary finding of a difference between expressions and text is consistent with evidence that information conveyed via body-compatible means is easier to process and has greater impact (Siakaluk et al, 2008 ) as well as with evidence that evaluative content presented via pictures, has greater impact than similar content conveyed by words (Winkielman and Gogolushko, 2018 ). Specifically, communicating the same information via facial actions can draw on the same mechanisms that are involved in the production of facial action under emotional state (for reviews, see Niedenthal et al, 2010 ; Winkielman et al, 2015 ).…”

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“…Affective valence is commonly experienced consciously as a subjective feeling, but valence also influences many objectively measurable reactions, both behavioural and physiological 12–14 (Box 1). Consequently, even in adult humans, objective affective reactions can occur either with conscious feelings or without them, depending on neural and psychological circumstances 3,4,8,12,15,16 . That is to say, subjective hedonic experience is a usual feature of affective valence but is not always a necessary feature.…”

“…reactions can occur either with conscious feelings or without them, depending on neural and psychological circumstances 3,4,8,12,15,16 . That is to say, subjective hedonic experience is a usual feature of affective valence but is not always a necessary feature.…”

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