From Feelings to Judgments: Constructing Heuristics on the Spot

Norbert Schwarz, University of Michigan
Jing Xu, Peking University, China
Hyunjin Song, University of Michigan
Hyejeung Cho, University of Texas, San Antonio
Two decades of feelings-as-information research show that people draw on their moods, emotions, bodily sensations, and metacognitive experiences as sources of information. Which information a given feeling conveys has received less attention. Recent research shows that the specific inferences depend on which of many applicable naive theories is used. Applicable theories are recruited by the judgment task and applying a theory entails an attribution of the feeling to a specific cause; this discredits the feeling as a source of information for judgments that require a different theory, rendering inferences from feelings highly malleable.
[ to cite ]:
Norbert Schwarz, Jing Xu, Hyunjin Song, and Hyejeung Cho (2008) ,"From Feelings to Judgments: Constructing Heuristics on the Spot", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 133-137.