The Influence of Mood on the Primacy Effect in Impression Formation

Background: An Australian-based study found positive mood increases the primacy effect in impression formation (Forgas, 2011). Whether this effect translates to other cultures is not known.

Objectives: To determine whether the influence of mood on primacy effects in impression formation generalises to a UK sample.

Method: A 3 (mood type) x 2 (word-order sequence) between-subjects design was used. Participants (n=120) first completed a mood induction task and then viewed six adjectives (seen in either positive-negative or negative-positive order) describing a hypothetical person. They then rated the person on likeability, sociability, friendliness and happiness.

Results: While a primacy effect was observed (p=0.006), mood did not influence this (p=0.42). However, word-sequence order was significant (p=0.01), with participants seeing adjectives in a positive-negative order forming more favourable social impressions.

Conclusions: Mood had no impact on social judgments. Implications for future research into cross-cultural evaluations on mood and primacy effects in impression formation are discussed.