Uncertainty Increases People’S Reliance on Their Feelings
We propose that feeling of uncertainty increases people’s reliance on their feelings. In four studies we show that when people feel uncertain (compared to certain) they have a higher propensity to choose more affectively superior (compared to cognitively superior) options. We rule out mood regulation as an alternative explanation.
Ali Faraji-Rad and Michel Tuan Pham (2012) ,"Uncertainty Increases People’S Reliance on Their Feelings", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 776-776.
Ali Faraji-Rad, Columbia University, USA
Michel Tuan Pham, Columbia University, USA
NA - Advances in Consumer Research Volume 40 | 2012
When Does Being Paid an Hourly Wage Make it Difficult to Be a Happy Volunteer?
Sanford E. DeVoe, University of California Los Angeles, USA
Jieun Pai, University of California Los Angeles, USA
E6. The Effect of Crowding Perception on Helping Behavior ——Is Squeeze Warmer than Isolation?
Qingqing Guo, Shanghai Jiao Tong University
The Self-Perception Connection: Why Consumers Devalue Unattractive Produce
Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA