How Affect Influences Choice: an Investigation of the Comparison Processes

Catherine W. M. Yeung, National University of Singapore
Cheng Qiu, National University of Singapore

How Affect Influences Choice: An Investigation of the Comparison Processes

Catherine Yeung, National University of Singapore

Cheng Qiu, National University of Singapore

ABSTRACT

This research investigates the influence of affect on comparative judgments. Consider a case in which consumers encounter a multiple number of options sequentially and make a choice among these options. Three experiments show that when consumers start evaluating the options upon receiving information on the first option, affect has a positive impact on the choice of this first option rather than on the subsequent ones. However, when consumers do not start evaluating the options until they have received information on all the options, affect has a positive influence on the choice of the last option.
[ to cite ]:
Catherine W. M. Yeung and Cheng Qiu (2006) ,"How Affect Influences Choice: an Investigation of the Comparison Processes", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 267-268.