Multi‐attribute choice and affect: The influence of naturally occurring and manipulated moods on choice processes

Abstract

Abstract Based on a two‐dimensional model of affect that views Pleasantness and Arousal as affect's two primary dimensions, this study investigates the effects of emotions on choice processes and outcomes. In Study 1, subjects first described their naturally occurring emotional state and then performed two multi‐attribute product choice tasks. Subjects in more pleasant mood deliberated longer, used more decision‐related information, re‐examined more previously examined information, and made more interdimensional moves. Subjects in more aroused mood spent less time deliberating, revealed less information, ignored more product‐describing attributes, and re‐examined less of previously examined information. Study 2 replicated many of these effects with experimentally manipulated emotions and using a managerial decision‐making task. The results are interpreted in terms of (1) a congruency between one's hedonic state and selected decision strategy and (2) a restriction in attentional capacity induced by increased Arousal.