We suggest that existing research does not fully recognize the potential importance of affective experience in consumer decision-making and judgment. The dominant view suggests that affective cues tend to have an impact on judgment primarily when consumers are either less motivated to be...

This paper describes research examining the similarities and differences in the effects of color across cultures. Consistent with the literature, Study 1a suggested that cultural differences in hue choice do emerge when there are clear, salient social norms prescribing appropriate color usage,...

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...