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Contingent reliance on the affect heuristic as a function of regulatory focus

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  • Pham, Michel Tuan
  • Avnet, Tamar
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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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    Bibliographic Info

    Article provided by Elsevier in its journal Organizational Behavior and Human Decision Processes.

    Volume (Year): 108 (2009)
    Issue (Month): 2 (March)
    Pages: 267-278

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    Handle: RePEc:eee:jobhdp:v:108:y:2009:i:2:p:267-278

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    Web page: http://www.elsevier.com/locate/obhdp

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    Keywords: Affect Emotion Feelings Affect heuristic Judgment Decision making Regulatory focus Scope-sensitivity Heuristics and biases;

    References

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    1. Fetherstonhaugh, David, et al, 1997. "Insensitivity to the Value of Human Life: A Study of Psychophysical Numbing," Journal of Risk and Uncertainty, Springer, vol. 14(3), pages 283-300, May-June.
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    3. Shiv, Baba & Fedorikhin, Alexander, 1999. " Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, University of Chicago Press, vol. 26(3), pages 278-92, December.
    4. Tuan Pham, Michel & Meyvis, Tom & Zhou, Rongrong, 2001. "Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision Making," Organizational Behavior and Human Decision Processes, Elsevier, vol. 84(2), pages 226-253, March.
    5. Pham, Michel Tuan & Avnet, Tamar, 2004. " Ideals and Oughts and the Reliance on Affect versus Substance in Persuasion," Journal of Consumer Research, University of Chicago Press, vol. 30(4), pages 503-18, March.
    6. Brockner, Joel & Paruchuri, Srikanth & Idson, Lorraine Chen & Higgins, E. Tory, 2002. "Regulatory Focus and the Probability Estimates of Conjunctive and Disjunctive Events," Organizational Behavior and Human Decision Processes, Elsevier, vol. 87(1), pages 5-24, January.
    7. Loewenstein, George, 1996. "Out of Control: Visceral Influences on Behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 65(3), pages 272-292, March.
    8. Crowe, Ellen & Higgins, E. Tory, 1997. "Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making," Organizational Behavior and Human Decision Processes, Elsevier, vol. 69(2), pages 117-132, February.
    9. Sunstein, Cass R, 2003. " Terrorism and Probability Neglect," Journal of Risk and Uncertainty, Springer, vol. 26(2-3), pages 121-36, March-May.
    10. Pham, Michel Tuan, 1998. " Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research, University of Chicago Press, vol. 25(2), pages 144-59, September.
    11. Forster, Jens & Higgins, E. Tory & Bianco, Amy Taylor, 2003. "Speed/accuracy decisions in task performance: Built-in trade-off or separate strategic concerns?," Organizational Behavior and Human Decision Processes, Elsevier, vol. 90(1), pages 148-164, January.
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    Cited by:
    1. Kramer, Thomas & Yucel-Aybat, Ozge & Lau-Gesk, Loraine, 2011. "The effect of schadenfreude on choice of conventional versus unconventional options," Organizational Behavior and Human Decision Processes, Elsevier, vol. 116(1), pages 140-147, September.
    2. Florack, Arnd & Keller, Johannes & Palcu, Johanna, 2013. "Regulatory focus in economic contexts," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 127-137.
    3. Huber, Michaela & Van Boven, Leaf & McGraw, A. Peter & Johnson-Graham, Laura, 2011. "Whom to help? Immediacy bias in judgments and decisions about humanitarian aid," Organizational Behavior and Human Decision Processes, Elsevier, vol. 115(2), pages 283-293, July.

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