Journal
ORGANIZATIONAL BEHAVIOR AND HUMAN DECISION PROCESSES
Volume 108, Issue 2, Pages 267-278Publisher
ACADEMIC PRESS INC ELSEVIER SCIENCE
DOI: 10.1016/j.obhdp.2008.10.001
Keywords
Affect; Emotion; Feelings; Affect heuristic; Judgment; Decision making; Regulatory focus; Scope-sensitivity; Heuristics and biases
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Results from four studies show that the reliance on affect as a heuristic of judgment and decision making is more pronounced under a promotion focus than under a prevention focus. Two different manifestations of this phenomenon were observed. Studies 1-3 show that different types of affective inputs are weighted more heavily under promotion than under prevention in person-impression formation, product evaluations, and social recommendations. Study 4 additionally shows that valuations performed under promotion are more scope-insensitive-a characteristic of affect-based valuations-than valuations performed under prevention. The greater reliance on affect as a heuristic under promotion seems to arise because promotion-focused individuals tend to find affective inputs more diagnostic, not because promotion increases the reliance on peripheral information per se. (C) 2008 Elsevier Inc. All rights reserved.
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