Saunders Tom S, Buehner Marc J
School of Psychology, Cardiff University, Cardiff, UK.
Q J Exp Psychol (Hove). 2013;66(2):381-8. doi: 10.1080/17470218.2012.712541. Epub 2012 Sep 6.
Dual-process theories often cite that affective processing occurs more rapidly than cognitive processing. A wide range of evidence seems to support this notion; however, little research exists in the context of decision making. We tested the hypothesis that affective decisions would be performed faster than cognitive decisions. Forty-nine students completed a series of forced-choice tasks involving well-known consumer brands, focusing on either emotionally or cognitively relevant aspects of the products. The results revealed a significant latency advantage for affective processing compared to cognitive processing.
双加工理论经常提到情感加工比认知加工发生得更快。大量证据似乎支持这一观点；然而，在决策背景下的相关研究却很少。我们检验了情感决策比认知决策执行得更快这一假设。四十九名学生完成了一系列涉及知名消费品牌的强制选择任务，重点关注产品在情感或认知方面的相关特性。结果显示，与认知加工相比，情感加工在反应潜伏期方面具有显著优势。
