Final answer:
The Affect Infusion Model (AIM) is a theoretical model in social psychology that explains how people's emotions can influence their judgements and decision-making processes.
Step-by-step explanation:
The Affect Infusion Model (AIM) is a theoretical model in social psychology that explains how people's emotions can influence their judgements and decision-making processes. According to AIM, affective information (emotions) can be infused into cognitive processing to shape attitudes, beliefs, and behaviors. This model suggests that emotions can have a direct impact on how individuals evaluate and respond to various situations.
For example, consider a study that used AIM to examine how emotional responses to advertisements can influence consumer decision-making. The researchers found that when consumers experienced positive emotions (e.g., happiness, excitement) while viewing an advertisement, they were more likely to have positive attitudes towards the product and a greater intention to purchase it.
Overall, the Affect Infusion Model provides insights into the complex interaction between emotions and cognition, highlighting the role of affective processes in shaping human behavior.