Seeing the Self in Choices: How Intuition Creates Attitude Certainty

Does the use of intuitive feelings in decisions reveal something about the self? In four studies, focusing on feelings (versus deliberation) fosters stronger attitudes through a mechanism by which consumers view chosen options as more diagnostic of their true self. In turn, consumer attitudes prove more resilient against negative feedback.


Sam Maglio and Taly Reich (2017) ,"Seeing the Self in Choices: How Intuition Creates Attitude Certainty", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 248-252.


Sam Maglio, University of Toronto, Canada
Taly Reich, Yale University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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