consciousness. This strongly contrasts Forgas’ model, wherein (mood) that becomes affect conscious does minimize the chance of affect infusion, because conscious mood could be a reason for the use of the wherein is the motivational processing strategy, mood-control primary goal. These thoughts are important for the comparative part of this review because the two theories do not have to be contradicting or incompatible. Maybe (with unrelated mood affect infusion as affect) could influence perception of risk as a feeling? If that was true, the perception of risk rely on a feeling about the goodness or badness of the stimulus; or the perception of risk would rely wrongly on the (unrelated mood, affect feeling good or bad). Furthermore, the following question can be raised: could affect infusion take place during recall of information of the affect pool? Maybe the most important conclusion for the last two sections of this review is that there is a strong need in all fields of psychology for clear and prevailing definitions for the terms affect, and This is especially the case because sometimes one theory can judgement perception. from another. To answer the question if the can something Affect Heuristic ‘learn’ ‘learn’ from the AIM, there has to be taken a closer look at that model. This will happen in the following chapter. The Affect Infusion Model (AIM) According to Forgas and his (AIM), people use four different Affect Infusion Model judgmental strategies, to judge a social situation. Furthermore, only two of these strategies make an likely to occur. Recall that means that affect (related or affect infusion affect infusion unrelated to the judgemental target) can on and become incorporated into the “influence judgemental process, entering into the judge’s deliberations and eventually colouring the
consciousness. This strongly contrasts Forgas’ model, wherein affect (mood) that becomes conscious does minimize the chance of affect infusion, because conscious mood could be a reason for the use of the motivational processing strategy, wherein mood-control is the primary goal. These thoughts are important for the comparative part of this review because the two theories do not have to be contradicting or incompatible. Maybe affect infusion (with unrelated mood as affect) could influence perception of risk as a feeling? If that was true, the perception of risk rely on a feeling about the goodness or badness of the stimulus; or the perception of risk would rely wrongly on the affect (unrelated mood, feeling good or bad). Furthermore, the following question can be raised: could affect infusion take place during recall of information of the affect pool? Maybe the most important conclusion for the last two sections of this review is that there is a strong need in all fields of psychology for clear and prevailing definitions for the terms affect, judgement and perception. This is especially the case because sometimes one theory can ‘learn’ from another. To answer the question if the Affect Heuristic can ‘learn’ something from the AIM, there has to be taken a closer look at that model. This will happen in the following chapter. The Affect Infusion Model (AIM) According to Forgas and his Affect Infusion Model (AIM), people use four different judgmental strategies, to judge a social situation. Furthermore, only two of these strategies make an affect infusion likely to occur. Recall that affect infusion means that affect (related or unrelated to the judgemental target) can “influence on and become incorporated into the judgemental process, entering into the judge’s deliberations and eventually colouring the
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