Integration of Positive and Negative Affective Stimuli

The research reported in this article examines how multiple affective stimuli of differing valence (i.e., both positive and negative) are integrated into an overall affective response. Prior research on the integration of positive and negative information has not focused on affect, and previous affect integration research has not considered both positive and negative feelings. Two experiments investigate how positive and negative affective stimuli combine to influence overall affective responses to an advertisement, content‐specific beliefs, and overall ad evaluations. Both recency and contrast effects were observed on positive affective response and positive beliefs, but comparable effects on negative affective response and negative beliefs were not evident. The results support a motivational influence of affect on judgments.