Darke, Peter R.; Chattopadhyay, Amitava; Ashworth, Laurence - In: Journal of Consumer Research 33 (2006) 3, pp. 322-328
Existing evidence for affect's influence on information processing and choice under high elaboration is mixed. In addition, affective choice is often viewed as erroneous in that it is assumed to lead to regret. We show that affect has a reliable impact on choice under high elaboration, which...