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  • Emotive responses to stimuli, in contrast to actions or to cognitive responses. Deriving from the Latin afficere, the word means “to have had something done to one,” implying a certain passivity. The complex interrelationship between cognition and affect is the subject of varied and extensive psychological studies on questions such as the following: What different areas of the brain control different emotions? Does affect occur independently of cognition, or is it strictly a postcognitive response? To what extent can affect be consciously controlled and alter behaviors? Advertising psychology invests heavily in studying the control of affect and its contribution to impulse buying.

    Affect expresses itself through an array of physiological reactions (muscular contraction, secretions) and visible symptoms (voice changes, facial expressions), suggesting that conscious choice ...

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