Understanding the role of emotion in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In five experiments, participants made a set of binary product choices under conditions designed to induce different...

Understanding the roles of emotion and cognition in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In this work, we investigate the role of the emotional and cognitive systems in preference consistency...

Der bekannte US-Verhaltensforscher präsentiert in dieser unterhaltsamen Sammlung 90 Anfragen aus seiner eigenen Leserbrief-Kolumne im Wall Street Journal mit den entsprechenden scharfsinnigen Antworten