Affective Underpinnings of Decision Heuristics

Affective Underpinnings of Decision Heuristics


Ritesh Saini

George Mason University





This research investigates the role of affective- versus cognitive-priming upon the decision-maker’s subsequent use of choice (attraction and compromise effects) and judgment heuristics (anchoring & adjustment). The results show that when people are primed into an affective problem-solving mode, they are more likely to be fallible to the attraction and compromise effects and anchoring & adjustment, versus when they are cognitively primed. These findings expand upon the “dual process theory” interpretation of the use of choice and judgment heuristics. Emotions seem to play a key mediating role in our use of such heuristics in most decision-making situations. Further investigation of how this phenomenon influences susceptibility to other heuristics is currently in progress.


Ritesh Saini (2006) ,"Affective Underpinnings of Decision Heuristics", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 628-629.


Ritesh Saini, George Mason University


NA - Advances in Consumer Research Volume 33 | 2006

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