BEYOND HEDONISM AND ASSOCIATIONISM - A CONFIGURAL VIEW OF THE ROLE OFAFFECT IN EVALUATION, PROCESSING, AND SELF-REGULATION

Most existing models assume that negative moods are more likely than p ositive moods to (a) induce recall of negatively toned information, (b ) lead to less favorable evaluations, (c) induce more systematic but l ess flexible processing, and (d) arouse a desire to change the mood. A series of studies is discussed in which each of these effects and its opposite are obtained. The consistent pattern of data in these studie s supports a configural, as opposed to a simple hedonistic or associat ionistic, view of mood. From the configural perspective, people do not seek positive moods; they seek positive outcomes, And in some context s, these outcomes can be signaled by a negative mood.