Jose is watching television one night, and sees a commercial advertising a particular brand of dish soap. The commercial is clever and funny, making him laugh. Two days later, Jose is facing an array of shelves with several brands of dish soap, and has to pick one. Although he does not even remember seeing the commercial two nights earlier, he selects that brand thinking it is probably the best. This example illustrates which of the following theoretical models?

Question

Quizplus · Accepted Answer

The affect infusion model suggests that emotions can influence decision-making processes, even if the individual is not consciously aware of the source of those emotions. In this case, the positive emotions from the commercial influenced Jose's choice.

Jose Is Watching Television One Night, and Sees a Commercial