Affect perseverance is a theory about our mental state. It is about affections and emotions towards a person of liking. Affect perseverance is a state of the mind when emotional preference for a particular person or object continues even though the original emotion and thought are invalid. In simple language, it is a continuation of affection for somebody even after the thing or criteria which we liked in that person does not exist anymore. 

This theory makes a very interesting clause. It almost defines our feelings as not rational.The reason this theory gives for this is that our feelings or likings are not depended on a fact or any particular thing. Once our liking for a particular aspect is triggered we do not have any control over these feelings. These feelings follow their own course. However much try, we cannot control or manipulate them. Then, even if the reason why we liked a particular aspect is no more there, we still maintain feelings for that aspect. This is why this Affect Perseverance calls our feeling as irrational.

Affect Perseverance theory is on the same line of the Belief Perseverance theory.

Scientists conducted extensive research on this theory by using ideographs. An ideogram is graphical symbolism of ideas instead of a bunch of letters organized according to the phonemes of spoken language. It is similar to that done in alphabetical language or a strict representation picture similar to a photograph. Wayfinding signs on airports are examples of ideograms. In the research of this theory the association between neutral stimulus, Chinese ideograms and affective valence English words was under study. In this research of affect perseverance theory, certain ideograms were associated with some positive English words and some were associated with negative English words. It was observed whether subjects prefer the positive ideograms associated words or the negative associated words. Now this is the first part of the theory, i.e. affection is now triggered in the subjects. Now the second part of the theory was executed. These affection feeling were now discarded. This was achieved by associating certain new words with neutralizing effect on the ideograms. However it was found that the subjects still maintained an affection with their previous choice. Thus proving the theory of Affect Perseverance.

To understand this better let us take an example. Consider that a man and a woman love each other. The reasons for the woman loving the man may be any like he may be very caring or loving etc. This is the first clause, and now affection is developed. Now supposed after marriage the man starts abusing the woman and treating her badly. Now, here the original reason for affection is lost, still the woman may keep on loving her man. This is called Affect Perseverance.

This theory concludes by explaining how this theory can be used for our benefit.
For example, for developing and emotional attachment of someone with someone or something, start with a move that makes clear and distinct sense to them. Now slowly distance yourself. However even if the reason for affection is lost, they still continue to maintain attention.  This example proves the theory of Affect Perseverance