Can negative affect eliminate the power of first impressions? Affective influences on primacy and recency effects in impression formation

Can good or bad mood influence the common tendency for people to form judgments based on first impressions? Based on research on impression formation and recent work on affect and social cognition, this experiment predicted and found that positive mood increased, and negative mood eliminated the primacy effect. After an autobiographical mood induction (recalling happy or sad past events), participants (N = 284) formed impressions about a character, Jim described either in an introvert–extrovert, or an extrovert–introvert sequence (Luchins, 1958). Impression formation judgments revealed clear mood and primacy main effects, as well as a mood by primacy interaction. Primacy effects were increased by positive mood, consistent with the more assimilative, holistic processing style associated with positive affect. Negative mood in turn eliminated primacy effects, consistent with a more accommodative, externally focused processing style. The relevance of these findings for first impressions in everyday judgments is considered, and their implications for recent affect-cognition theories are discussed.