Affect in Social Judgments and Decisions: A Multiprocess Model

Abstract

This chapter proposes a new, comprehensive model of social judgmental processes, based on a review of the historical and theoretical background of the field, as well as the results of empirical research program. Specifically, the model attempts to deal with: (1) processing strategies available to people when performing a social judgment; (2) conditions most likely to be used; (3) role of affect in people's processing preferences; (4) and how affects influence the outcome of social judgments under each of the processing alternatives. The model distinguishes between four alternative processing strategies available to judges: (1) direct access of crystallized judgments; (2) motivated processing in the service of a preexisting goal; (3) heuristic or simplified processing; (4) and the substantive or elaborate processing. The theory also specifies how eight specific features of the target, the judge, and the situation are likely to influence processing choices. The studies illustrated in this chapter emphasize on the complex and the constructive character of social judgments and the interactive role of affect and other variables in determining the processing choices. The chapter ends with a conclusion that there is enough information related to the processing consequences of affect, however less is known about the interaction of affect and stimulus characteristics.