Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms

The proposed model integrates two streams of research on affect by specifying how evaluative and regulatory mechanisms interact to guide behavior. Two experiments demonstrate that when no mood changes are expected, the affective evaluation mechanism guides behavior, leading to a monotonic increase in behavioral intentions as affect conditions shift from negative to positive. When participants expect the behavioral activity to change their current affective states, a combination of affect regulation and affective evaluation produces a U-shape pattern when a mood-lifting cue is present (experiment 1) and an inverted U-shape pattern when a mood-threatening cue is present (experiment 2). (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..