Advanced Search
MyIDEAS: Login to save this article or follow this journal

Representativeness, Relevance, and the Use of Feelings in Decision Making


Author Info

  • Pham, Michel Tuan
Registered author(s):


    It has been suggested that evaluations may be based on a "How-do-I-feel-about-it?" heuristic, which involves holding a representation of the target in mind and inspecting feelings that this representation may elicit. Previous studies have shown that reliance on such feelings depends on whether or not they are believed to be representative of the target. This article argues that reliance on feelings also depends on whether feelings toward the target are regarded as relevant. Consistent with this thesis, findings from three experiments indicate that reliance on the "How-do-I-feel-about-it?" heuristic is more likely when the decision maker has consummatory as opposed to instrumental motives. Results also suggest that subtle feelings toward the target are indeed instantiated in the process, and that the process may be more likely among individuals with a propensity to process information in a visual and sensory manner. Copyright 1998 by the University of Chicago.

    Download Info

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below under "Related research" whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 25 (1998)
    Issue (Month): 2 (September)
    Pages: 144-59

    as in new window
    Handle: RePEc:ucp:jconrs:v:25:y:1998:i:2:p:144-59

    Contact details of provider:
    Web page:

    Related research



    No references listed on IDEAS
    You can help add them by filling out this form.


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as in new window

    Cited by:
    1. Abbigail Chiodo & Massimo Guidolin & Michael T. Owyang & Makoto Shimoji, 2003. "Subjective probabilities: psychological evidence and economic applications," Working Papers 2003-009, Federal Reserve Bank of St. Louis.
    2. Aur´┐Żlien Baillon & Philipp Koellinger & Theresa Treffers, 2014. "Sadder but wiser: The Effects of Affective States and Weather on Ambiguity Attitudes," Tinbergen Institute Discussion Papers 14-044/I, Tinbergen Institute.
    3. Hanoch, Yaniv, 2002. ""Neither an angel nor an ant": Emotion as an aid to bounded rationality," Journal of Economic Psychology, Elsevier, vol. 23(1), pages 1-25, February.
    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. Maggie Geuens & Delphine Vantomme & Bert Weijters, 2003. "Assessing the impact of offline URL advertising," Vlerick Leuven Gent Management School Working Paper Series 2003-4, Vlerick Leuven Gent Management School.
    6. Daniel Vastfjall & Ellen Peters & Paul Slovic, 2008. "Affect, risk perception and future optimism after the tsunami disaster," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 3, pages 64-72, January.
    7. T. Faseur & M. Geuens, 2004. "Different Positive Feelings Leading to Different Ad Evaluations: The Case of Cosiness, Excitement and Romance," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 04/280, Ghent University, Faculty of Economics and Business Administration.
    8. Geuens, Maggie & De Pelsmacker, Patrick & Faseur, Tine, 2011. "Emotional advertising: Revisiting the role of product category," Journal of Business Research, Elsevier, vol. 64(4), pages 418-426, April.
    9. 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.
    10. Shosh Shahrabani & Uri Benzion & Mosi Rosenboim & Tal Shavit, 2012. "Does moving from war zone change emotions and risk perceptions? A field study of Israeli students," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 7(5), pages 669-678, September.
    11. Slovic, Paul & Finucane, Melissa L. & Peters, Ellen & MacGregor, Donald G., 2007. "The affect heuristic," European Journal of Operational Research, Elsevier, vol. 177(3), pages 1333-1352, March.
    12. Liu, Wendy & Aaker, Jennifer L., 2008. "The Happiness of Giving: The Time-Ask Effect," Research Papers 1998, Stanford University, Graduate School of Business.
    13. Wang, Zuo-Jun & Li, Shu & Jiang, Cheng-Ming, 2012. "Emotional response in a disjunction condition," Journal of Economic Psychology, Elsevier, vol. 33(1), pages 71-78.
    14. Brooks, Alison Wood & Schweitzer, Maurice E., 2011. "Can Nervous Nelly negotiate? How anxiety causes negotiators to make low first offers, exit early, and earn less profit," Organizational Behavior and Human Decision Processes, Elsevier, vol. 115(1), pages 43-54, May.
    15. Pham, Michel Tuan & Avnet, Tamar, 2009. "Contingent reliance on the affect heuristic as a function of regulatory focus," Organizational Behavior and Human Decision Processes, Elsevier, vol. 108(2), pages 267-278, March.


    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.


    Access and download statistics


    When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:25:y:1998:i:2:p:144-59. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.