Journal of Consumer Research · 1982 · 1.1K citations · 23 references
BusinessBehavioral SciencesPsychologyConsumer BehaviorDecision TheoryIndividual DifferencesAffective Decision MakingBehavioral Decision-makingConsumer Decision-makingConsumer Preference TestingConsumer TheorySocial JudgmentBehavioral Consumer TheoryChoice Behavior AnalysisConsumer Behavior AnalysisConsumer Decision InvolvementConsumer ResearchConsumption PreferencesDecision Framing EffectsDecision-making Under Emotion
Affective factors play an important role in the development and maintenance of preferences. The representation of affect can take a variety of forms, including motor responses and somatic reactions. This explains why cognitive methods of preference change that are directed at only one form of representation have seldom been effective.
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Feeling and thinking: Preferences need no inferences.
Robert B. Zajonc · American Psychologist · 1980 · 7.8K citations · Full text
Gordon H. Bower · American Psychologist · 1981 · 5K citations