Quantum measurement theory is applied to quantum-like modeling of coherent generation of perceptions and emotions and generally for emotional coloring of conscious experiences. In quantum theory, a system should be separated from an observer. The brain performs self-measurements. To model them, we split the brain into two subsystems, unconsciousness and consciousness. They correspond to a system and an observer. The states of perceptions and emotions are described through the tensor product decomposition of the unconscious state space; similarly, there are two classes of observables, for conscious experiencing of perceptions and emotions, respectively. Emotional coloring is coupled to quantum contextuality: emotional observables determine contexts. Such contextualization reduces degeneration of unconscious states. The quantum-like approach should be distinguished from consideration of the genuine quantum physical processes in the brain (cf. Penrose and Hameroff). In our approach the brain is a macroscopic system which information processing can be described by the formalism of quantum theory.
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