The Effects of Emotional Versus Cognitive Processing on Short-Term Versus Long-Term Preference Consistency

Leonard Lee, Columbia University, USA
Song-Oh Yoon, Korea University, Korea
Dan Ariely, Duke University, USA
We demonstrate that within a short time frame, (holistic) emotional processing leads to more consistent preferences than (analytical) cognitive processing; however, emotional processing can generate greater preference instability than cognitive processing when inter-decision time increases, presumably due to fluctuations in individuals’ emotional states across time.
[ to cite ]:
Leonard Lee, Song-Oh Yoon, and Dan Ariely (2011) ,"The Effects of Emotional Versus Cognitive Processing on Short-Term Versus Long-Term Preference Consistency", 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.