A system is provided that automatically adjusts a haptic effect. The system generates a haptic effect based on one or more haptic parameters. The system measures an affective state of a user that experiences the haptic effect. The system adjusts at least one haptic parameter of the one or more haptic parameters based on the measured affective state. The system generates a new haptic effect based on the one or more haptic parameters, where the at least one haptic effect parameter causes the new haptic effect to be different from the haptic effect.