Uncertainty Increases People’S Reliance on Their Feelings

Ali Faraji-Rad, Columbia University, USA
Michel Tuan Pham, Columbia University, USA
We propose that feeling of uncertainty increases people’s reliance on their feelings. In four studies we show that when people feel uncertain (compared to certain) they have a higher propensity to choose more affectively superior (compared to cognitively superior) options. We rule out mood regulation as an alternative explanation.
[ to cite ]:
Ali Faraji-Rad and Michel Tuan Pham (2012) ,"Uncertainty Increases People’S Reliance on Their Feelings", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 776-776.