Ego involvement moderates the assimilation effect of affective expectations

Based on the affective expectations model and research on mental effort mobilization, two experiments manipulated affective expectations (no expectations versus positive expectations) and ego involvement (low versus high) and assessed participants’ affective reactions to hedonically neutral stimuli. In Experiment 1, evaluations were more positive when participants had positive expectations about neutral photos—but only when ego involvement was low. High ego involvement neutralized this affective expectation assimilation effect. Experiment 2 replicated these findings for experienced mood after reading a hedonically neutral short essay. Furthermore, high ego involvement led to longer response latencies in the affect ratings in Study 1. The findings support the idea that high ego involvement resulted in relatively high mental effort that was necessary to detect discrepancies between affective expectations and stimuli’s real affective potential and therefore moderated the assimilation effect to affective expectations.