Previous research has shown that processing fluency leads to higher aesthetic pleasure. We propose that the effect of fluency on aesthetic pleasure relates to fluency’s role in reducing uncertainty. In other words, uncertainty is a drive state that produces pleasure only once it is resolved....

Uncertainty is an unavoidable part of human life. How do states of uncertainty influence the way people make decisions? We advance the proposition that states of uncertainty increase the reliance on affective inputs in judgments and decisions. In accord with this proposition, results from six...

Although consumer-behavior theory has traditionally regarded evaluations as instrumental to consumer choice, in reality consumers frequently evaluate what they like and dislike even when there is no decision at stake. Why are consumers so eager to evaluate things when there is no ostensible...

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...