Contingent reliance on the affect heuristic as a function of regulatory focus
Results from four studies show that the reliance on affect as a heuristic of judgment and decision making is more pronounced under a promotion focus than under a prevention focus. Two different manifestations of this phenomenon were observed. Studies 1-3 show that different types of affective inputs are weighted more heavily under promotion than under prevention in person-impression formation, product evaluations, and social recommendations. Study 4 additionally shows that valuations performed under promotion are more scope-insensitive--a characteristic of affect-based valuations--than valuations performed under prevention. The greater reliance on affect as a heuristic under promotion seems to arise because promotion-focused individuals tend to find affective inputs more diagnostic, not because promotion increases the reliance on peripheral information per se.
Year of publication: |
2009
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Authors: | Pham, Michel Tuan ; Avnet, Tamar |
Published in: |
Organizational Behavior and Human Decision Processes. - Elsevier, ISSN 0749-5978. - Vol. 108.2009, 2, p. 267-278
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Publisher: |
Elsevier |
Keywords: | Affect Emotion Feelings Affect heuristic Judgment Decision making Regulatory focus Scope-sensitivity Heuristics and biases |
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