Comparing the Recall Inhibition Effects of Affect and Cognition

This paper compares the inhibition effects of affect and cognition on the recall of competing members of a category. The results indicate that the affective component of overall attitudes has a greater ability to inhibit the recall of competing members than the cognitive component. From a methodological viewpoint, the recall inhibition effect is proposed as a relatively unbiased way to study affective and cognitive-driven recall effects, without forcing participants into cognitive recall processes.