- Analytic processes reduce biases, but it is not known how or when these processes will be deployed. Based on an affective signal hypothesis, relatively strong affective reactions were expected to result in increased analytic processing and reduced bias in judgement. The valence and strength of affective reactions were manipulated through varying outcomes in a game or evaluative conditioning of a stimulus. Relatively strong positive or negative affective reactions resulted in less desirability bias. Bias reduction only occurred if participants had time to deploy analytic processes and indicators of the degree of analytic processing (in the form of attentional control) predicted less bias. Affective processes have long been acknowledged as a source of bias, but these findings suggest affective processes are also integral to bias reduction.