This paper examines the role of affect in marketing positioning strategy and individual positioning judgements. We examine affect in both the marketing and positioning literatures and argue that vestiges of the dual mind perspective are alive and well in positioning. Viewing 'thinking' and 'feeling' as entirely separate (as in utilitarian vs. hedonic product distinctions) runs counter to advances in neuroscience and devalues individual differences and brain functioning. As a result of our own coding of positioning dimensions, we advocate for a greater understanding of the complex interplay between affect and cognition in positioning strategy and judgements.