When Behavioral Frequency Judgments Depend on Incidental Emotions

Geeta Menon, University of Pennsylvania, USA
Nidhi Agrawal, Northwestern University, USA
Most of the extant research on behavioral frequency judgments has focused on cognitive factors and processes by which such judgments are made. The current research identifies emotional factors that can also affect the use of self-generated versus contextually-available information as inputs in judgments. In two experiments, we prime emotions varying on valence and uncertainty and show that they affect behavioral frequency judgments, but only for irregular behaviors; consistent with prior literature, judgments of regular behaviors based on self-generated information (i.e., a rate-of-occurrence) remain unaffected by the emotions experienced.
[ to cite ]:
Geeta Menon and Nidhi Agrawal (2010) ,"When Behavioral Frequency Judgments Depend on Incidental Emotions", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 183-186 .