Affect, accessibility of material in memory, and behavior: A cognitive loop?

TLDR

Two studies examined how a positive mood influences cognitive processes. In one study, a free gift in a shopping mall induced a positive feeling that improved evaluations of owned products, while in another, winning a computer game in a laboratory induced good mood that enhanced recall of positive material. The results indicate that good mood increases accessibility of positive cognitions, leading to better product evaluations and memory recall, and suggest a connection between affect and prosocial behavior such as helping.

Abstract

Two studies investigated the effect of good mood on cognitive processes. In the first study, conducted in a shopping mall, a positive feeling state was induced by giving subjects a free gift, and good mood, thus induced, was found to improve subjects' evaluations of the performance and service records of products they owned. In the second study, in which affect was induced by having subjects win or lose a computer game in a laboratory setting, subjects who had won the game were found to be better able to recall positive material in memory. The results of the two studies are discussed in terms of the effect that feelings have on accessibility of cognitions. In addition, the nature of affect and the relationship between good mood and behavior (such as helping) are discussed in terms of this proposed cognitive process.