haku: @author Shiv, B. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Shiv, B. Fedorikhin, A. |
| Otsikko: | Heart and mind in conflict: the interplay of affect and cognition in consumer decision making |
| Lehti: | Journal of Consumer Research
1999 : DEC, VOL. 26:3, p. 278-292 |
| Asiasana: | CONSUMERS DECISION MAKING RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | This article examines how consumer decision making is influenced by automatically evoked task-induced affect and by cognitions that are generated in a more controlled manner on exposure to alternatives in a choice task. Across two experiments respondents chose between two alternatives: one (chocolate cake) associated with more intense positive affect but less favourable cognitions, compared to a second (fruit salad) associated with less favourable affect but more favourable cognitions. |
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