N10. How Does It Make You Feel? Emotional Reasoning and Consumer Decisions

The authors examine how consumers’ think about their emotions and the favorable outcomes that result. The conscious contemplation of emotions in decision making (emotional reasoning) was found to improve consumer choice quality beyond the effects of other types of emotional processing, including trust-in-feelings and affect-as-information.



Citation:

Andrea Rochelle Bennett, Blair Kidwell, Jonathan Hasford, David Hardesty, and Molly Burchett (2018) ,"N10. How Does It Make You Feel? Emotional Reasoning and Consumer Decisions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 900-900.

Authors

Andrea Rochelle Bennett, University of North Texas
Blair Kidwell, University of North Texas
Jonathan Hasford, University of Central Florida, USA
David Hardesty, University of Kentucky, USA
Molly Burchett, University of Kentucky, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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