Robert Zajonc, expressing what was then a somewhat eccentric view, wrote, “There are probably very few perceptions and cognitions in everyday life that do not have a significant affective component, that aren’t hot, or in the very least tepid. And perhaps all perceptions contain some affect. We do not just see ‘a house’: we see ‘a handsome house,’ ‘an ugly house,’ or ‘a pretentious house.’ We do not just read an article on attitude change, on cognitive dissonance, or on herbicides. We read an ‘exciting’ article on attitude change, an ‘important’ article on cognitive dissonance, or a ‘trivial’
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