An exploration of the term ‘affect’ and what it offers to embodiment research.

I am exploring the term ‘affect’ and what it might offer to my understanding of embodied experience. In this post, I consider how affect is talked about in research and think about the best way to use the concept in my own research on embodiment and digital environments.

Hudlicka (2003) presents affect as an essential aspect of embodied interaction with digital environments. Hudlicka uses the term ‘affect’ interchangeably with ‘emotion’. Thus, the need for computers to detect user affect is equivalent to their recognition of user emotion (whether the user is happy, sad, angry etc.). Similarly, Johnson and Wiles (2003) talk about the ‘positive affect’ associated with playing computer games and equate this with happiness, engagement or ‘flow’ (Csikszentmihalyi, 1992).

But Shouse (2005) argues that the terms ‘affect’, ‘emotion’ and ‘feeling’ must be understood and presented as distinct from one another. He suggests that while feeling and emotion are subject to recognition and labeling on the part of those who experience them, affect is a more simple individual response: ‘a prepersonal intensity corresponding to the passage from one experiential state of the body to another’. Affect is a one-dimensional spike in the intensity of experience.

If we use this definition, what distinguishes affect from arousal? Is Shouse simply arguing for the importance of measuring the physiological arousal of users? My understanding is that affect is more than arousal because it implies the existence of an external cause. An individual might experience an increase in arousal as a result of a fleeting image that passes through their mind, but affect is a consequence of being affected by another body, by something external. So, focusing on affect involves looking at not just the affective response but also at the stimulus that has caused it: the music that has moved us, or the image that has led to a pre-conscious experiential shift.

In the context of my research on embodiment and digital environments, I am interested in affect because pre-conscious responses to the external world are a vital part of user experience. But looking at the work of Shouse has convinced me that the pre-conscious nature of affect means that it cannot be measured by asking users to label their feelings or by recording visible emotions that I observe. On the other hand, measures of physiological arousal can offer some insight into affect but do not tell the whole story. To ‘get at’ affect requires looking at indicators of the intensity of experience (including physiological arousal, facial expression, vocalisations and other bodily cues) and linking these to the environment that surrounds the user.


Csikszentmihalyi, M. (1992) Flow: The Psychology of Happiness. London: Random House.

Hudlicka, E. (2003) To feel or not to feel: The role of affect in human–computer interaction. International Journal of Human-Computer Studies, 59(1), 1-32.

Jonhson, D. M. & Wiles, J. (2003) Effective Affective User Interface Design in Games. Ergonomics, 46 (13/14), 1332 – 1345.

Shouse, E. (2005) Feeling, emotion, affect. M/C Journal, 8 (6), 26. Accessed online 24.08.2013: