The Effect of the Extraordinary: Reliance on Feeling Over Reason in Decision Making

In this research, another factor that may influence consumers’ relative use of feeling-based or reason-based decision making is advanced. Across two online experiments, we found that participants who in the extraordinary situation (uncommon and infrequency) were rely more on feelings than in the ordinary situation (common and frequency).



Citation:

Zhuang Xuhong (2016) ,"The Effect of the Extraordinary: Reliance on Feeling Over Reason in Decision Making", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 364-368.

Authors

Zhuang Xuhong, Kobe University, Japan



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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