Affective Evaluations Are More Ordinal

Michel Tuan Pham, Columbia University, USA
Olivier Toubia, Columbia University, USA
Claire Lin, Columbia University, USA
Because of its evolutionary roots, the affective system of evaluation is inherently more ordinal in its architecture than the cognitive system. That is, the affective system focuses more on the relative ranking of target objects on the evaluative dimension than on their absolute values on the same dimension.
[ to cite ]:
Michel Tuan Pham, Olivier Toubia, and Claire Lin (2011) ,"Affective Evaluations Are More Ordinal", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.