Effects of Mood on Evaluative Judgements: Influence of Reduced Processing Capacity and Mood Salience

Schwarz and Clore (1983) proposed that the effects of mood on evaluative judgements are due to people’s use of a “feeling heuristic”. Results of the present study suggest that this heuristic is particularly likely to be used under conditions of reduced processing capacity, induced by time pressure and competing task demands, as both factors intensified the effects of mood on evaluative judgements. In addition, previous findings that increasing the salience of a judgement-irrelevant cause disrupts the effects of mood on evaluative judgements were replicated. All of these effects were, however, obtained only when mood was salient to the participants, suggesting that to be effective, mood must exceed a threshold of salience. Taken together, the findings further support the hypothesis that at least in some situations, the effects of moods on evaluative judgements are based on a controlled inference strategy, rather than on automatic priming effects.