Governed by Affect: Hot Cognition and the End of Cold War Psychology

If you thought psychology was a steady, scientific march toward understanding the mind, Michael Pettit’s “Governed by Affect” shakes that notion up. This book is less about comforting self-help platitudes and more about a historical reckoning with how psychology morphed from a Cold War rationalist discipline into an emotion-driven powerhouse that shapes public life today.

Pettit starts by spotlighting a mid-20th-century psychology obsessed with cognition — the neat, logical, problem-solving part of the brain. This was the era of Cold War science, where psychology was weaponized to optimize decision-making, information processing, and cognitive control, all under the hood of rationality. But that was then. Since the 1970s, things got messier.

The core argument here is that psychology underwent a seismic shift toward what Pettit calls “hot cognition.” Instead of just cold, calculating thought, this new psychology embraces emotions, passions, and affect as central drivers of human behavior. It’s the difference between a chess grandmaster calmly planning moves and someone acting on gut feelings, fear, or desire.

This shift didn’t happen in a vacuum. Pettit connects it to the rise of neoliberalism — that political-economic trend pushing individual responsibility, market logic, and self-optimization. As society demanded more from individuals to manage their own well-being, psychology followed suit, recasting itself as a health science focused on individuals rather than social structures. Suddenly, mental health, emotional resilience, and self-help weren’t just personal buzzwords; they were public policy tools.

Pettit tracks three big transformations. First, psychology’s identity pivoted from a social science curious about society’s big questions to a health science zeroing in on individual well-being. This meant less focus on how social forces shape behavior and more on how people manage their own minds and emotions.

Second, psychologists started playing a bigger role in public policy and self-help movements. Psychological concepts became weapons in the cultural wars over education, mental health, and social behavior. Think of it as psychology stepping out of the lab and into the messy arena of everyday life, advising governments and individuals on how to think, feel, and act right.

Third, affective science — the study of emotions and feelings — began to dominate over old-school cognitive science. Emotions weren’t just noise or distractions; they were the main event. This reorientation challenges the old idea that humans are mostly rational actors and instead paints us as creatures deeply governed by affect, often in ways we barely understand.

Pettit’s evidence is a mix of historical analysis, policy shifts, and changes in psychological theory and practice. He digs into how psychological ideas have been weaponized or deployed across mental health services, education reforms, and public behavior management. It’s a story of a discipline that’s both shaped by and shaping the political and social landscape.

What’s refreshing here is how Pettit refuses to romanticize either era. The Cold War cognitive model wasn’t a perfect rational utopia, and the new affect-driven psychology isn’t some emotional nirvana. Both have their blind spots. The book does a solid job of connecting these shifts to larger societal changes without oversimplifying. But it sometimes glosses over how these changes felt on the ground for real people — the messy, contradictory experiences of those living through these psychological revolutions.

Still, “Governed by Affect” is a timely reminder that psychology isn’t just a science of the mind. It’s a cultural force wrapped up in politics, economics, and ideology. If you want to understand why we’re obsessed with emotional health, why self-help exploded, or how psychology quietly nudges public policy, this book lays it out with a clear-eyed, skeptical gaze.

Bottom line: this isn’t your typical psychology history. It’s a critical investigation into how our understanding of thought and feeling has been shaped by, and helps shape, the world we live in — for better or worse.