High Quality Content by WIKIPEDIA articles! The Affect Infusion Model (AIM) is a theoretical model in the field of human psychology. Developed by Joseph Forgas in the early 1990s, it attempts to explain how mood affects one`s ability to process information. A key assertion of the AIM is that the effects of mood tend to be exacerbated in complex situations that demand substantial cognitive processing. In other words, as situations become more complicated and unanticipated, mood becomes more influential in driving evaluations and responses.