To Be Left Or Right? a Nonconscious Base For Bounded Rationality

Although human information-processing involves non-conscious process, studies on bounded rationality have been limited to those issues concerning conscious information-processing. Therefore, we provide evidence of bounded rationality at the non-conscious level by finding that preattentive information-processing improves when hemispheric function is matched regardless of physiological arousal levels. Specifically, we find that recognition memory which affects the human decision-making process improves when verbal stimuli are embedded in the right-hand side of the peripheral visual field, whereas pictorial stimuli are in the left-hand side. Implications from these findings are discussed for further study.



Citation:

Gunwoo Yoon, Wonjoon Kim, and Sujin Lee (2011) ,"To Be Left Or Right? a Nonconscious Base For Bounded Rationality", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 144-145.

Authors

Gunwoo Yoon, Graduate School of Culture Technology, KAIST, Republic of Korea
Wonjoon Kim, Department of Management Science, Graduate School of Innovation and Technology Management, KAIST, Republic of Korea
Sujin Lee, Department of Management Science, Graduate School of Innovation and Technology Management, KAIST, Republic of Korea



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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