Although choosing from large assortments has often been found to be demotivating, a robust finding in the marketing literature is that consumers generally prefer larger product assortments. Standard explanations for this preference for larger assortments have focused on reason-based...

This research examines how the reliance on emotional feelings as a heuristic influences the proposal of offers in negotiations. Results from three experiments based on the classic ultimatum game show that, compared to proposers who do not rely on their feelings, proposers who rely on their...

This research examines how the reliance on emotional feelings as a heuristic influences the proposal of offers in negotiations. Results from three experiments based on the classic ultimatum game show that, compared to proposers who do not rely on their feelings, proposers who rely on their...

We propose that consumers' investment decisions involve processes of promotion and prevention regulation that are managed across separate mental accounts, with different financial products seen as representative of promotion versus prevention. Consistent with this hypothesis, we show that (a)...

People can be surprisingly insensitive to quantities in valuation judgments — a phenomenon called scope insensitivity that is generally attributed to the operation of affective processes in judgment. Building on research showing that affect is inherently a decision-making system of the...

In the intervening years since publication of the chapter Affect and Consumer Behavior (Cohen & Areni, 1991) in the Handbook of Consumer Behavior (Kassarjian & Robertson, 1991), research in consumer behavior dealing with affect has exploded, making it one of the field's central research topics....

The assessment of consumer scholarship must move beyond a mere counting of the number of “A”s on a researcher’s CV to include at least some measure of impact. To facilitate a broader assessment of scholarship in consumer research, we provide detailed statistics on the productivity and...

This article provides a critical review of what is known about affect regulation in relation to consumption behavior. Based on numerous findings from psychology, communication research, and consumer research, we identify a core set of general principles of affect regulation in consumer behavior....

The diagnosticity of feelings in judgment depends not only on their representativeness and relevance, but also on people’s trust in their feelings in general. Trust in feelings is the degree to which individuals believe that their feelings generally point toward the “right” direction in...