Misattribution of Arousal
Definition
Misattribution of arousal is a psychological phenomenon where people incorrectly identify the source of their emotional arousal. We often feel arousal and then look around to find a reason for it. Misattribution of arousal happens when we mistakenly attribute that feeling to the wrong source. We feel something (like excitement, fear, or attraction) and then explain it with a reason that isn’t actually causing it. It's not about not feeling the arousal, but about misinterpreting why you feel it.
Example
Cassie is on a first date with someone she finds attractive. They go to an amusement park, and ride the roller-coaster. The ride is exciting and a bit scary, and she feels her heart racing and her palms sweating. While she might interpret this physical arousal as attraction to her date (thinking “Wow, I must really like this person!”), the actual primary cause of her physiological reaction is the experience of the roller-coaster ride. She's misattributing the arousal caused by the ride to romantic feelings. If they had met at a coffee shop instead, she may have felt some attraction, but it wouldn’t be amplified by the physiological response from the roller-coaster. This doesn’t mean attraction isn’t present, just that the intensity of the feeling is partially explained by something else.
Why it Matters
Understanding misattribution of arousal is important because it shows us how our emotions aren't always straightforward. It highlights how external factors can influence how we interpret our internal feelings. This has implications for a variety of areas. For example, in marketing, businesses might create situations that induce arousal (like fast-paced music or exciting visuals) hoping consumers will misattribute that arousal to their product. It also explains some interesting things in relationships. Shared experiences involving arousal (like riding a rollercoaster or watching a scary movie) can sometimes increase attraction between people because they misattribute the arousal to each other. Finally, it’s a good reminder to be mindful of the context around our feelings.