Contingent reliance on the affect heuristic as a function of regulatory focus |
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Authors: | Michel Tuan Pham Tamar Avnet |
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Affiliation: | aGraduate School of Business of Columbia University, 3022 Broadway, Uris 515, New York, NY 10027, USA;bThe Sy Syms School of Business of Yeshiva University, 215 Lexington Ave. Suite 332, New York, NY, 10016, USA |
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Abstract: | 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. |
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Keywords: | Affect Emotion Feelings Affect heuristic Judgment Decision making Regulatory focus Scope-sensitivity Heuristics and biases |
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