The effect of behavioral response on affective evaluation

In the present research we investigated how action influences affective evaluation. In three experiments, participants conducted a sequence of go/no-go tasks, then evaluated the pleasantness of a novel shape. The results of Experiments 1 and 2 show that participants evaluated the shapes that appeared in the go trials more positively than the shapes that appeared in the no-go trials. In Experiment 3, the go/no-go task was conducted without the to-be-evaluated shapes present in the display. The results show that the shape stimuli following the go trials were evaluated more positively than the shape stimuli following the no-go trials, even when the shapes were not directly associated with the go/no-go task. Based on the present study, we suggest that activating or inhibiting a motoric action may play a critical role in modifying one's affective evaluation. Additionally, the present results suggest that effortful and non-default responses can negatively modulate affective evaluation by taxing an individual's cognitive load. Furthermore, we argue that individuals can potentially control their affective states through behavioral activation and inhibition.