The Drain of Affective Decisions

It is almost a truism that decisions based on affect are less resource-demanding than decisions based on cognitions. We contend that consumers’ perceptions are opposite this reality. Three experiments demonstrate that decision-makers perceive affective (vs. cognitive) decisions as requiring more mental resources and that this misperception disengages consumers from choice.



Citation:

Ashley Otto, Joshua Clarkson, and Ryan Rahinel (2017) ,"The Drain of Affective Decisions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 795-798.

Authors

Ashley Otto, Baylor University, USA
Joshua Clarkson, University of Cincinnati, USA
Ryan Rahinel, University of Cincinnati, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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