How Emotions Impact Cognition

Two information-processing systems determine the human emotional response: the affective and cognitive processing systems.

The affective system operates outside of conscious thought and is reactive, in that a series of psychophysiological events are initiated automatically following the receipt of sensory information.

The cognitive processing system is conscious and involves analysis of sensory information to influence and even counteract the affective system.

Emotions are the product of changes in the affective system brought about by sensory information stimulation.

Research suggests positive emotions — such as happiness, comfort, contentedness, and pleasure — help us make decisions, allow us to consider a larger set of options, decide quicker, and develop more creative problem-solving strategies.

These findings suggest attractive things really do work better (Norman 2005), even if this is only the case because they make us feel better when we are using them.

The Affective System: Helping us distinguish between the ‘good’, the ‘bad’ and the ‘ugly’

The affective system is responsible for the ‘fight-or-flight’ response, which refers to the human instinct to either combat a particular situation or flee instead, as a means of self-preservation.

When sensory information signals a significant threat, brain regions responsible for physical activation are stimulated, resulting in the release of various chemicals and hormones. These physiological changes are a double-edged sword; they ensure we are prepared to fight or flee, but they also give rise to negative emotions which affect how well we can perform under pressure.

Affect and Decision-Making

“Without emotions, your decision-making ability would be impaired. Emotion is always passing judgments, presenting you with immediate information about the world: here is potential danger, there is potential comfort; this is nice, that bad. One of the ways by which emotions work is through neurochemicals that bathe particular brain centers and modify perception, decision making, and behavior. These neurochemicals change the parameters of thought.”
— Don Norman (2005) in “Emotional Design: Why we love (or hate) everyday things

Conclusions

These findings have significant implications for design: positive affect has the capacity to influence

• the breadth of options considered;
• the speed a final decision is made; and (most importantly)
• the emotional responses induced in potential customers.