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Consumers' Trust in Feelings as Information

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  • Tamar Avnet
  • Michel Tuan Pham
  • Andrew T. Stephen

Abstract

The diagnosticity of feelings in judgment depends not only on their representativeness and relevance, but also on people's trust in their feelings in general. Trust in feelings is the degree to which individuals believe that their feelings generally point toward the "right" direction in judgments and decisions. Six studies show that a higher trust in feelings (a) increases the reliance on feelings as a judgment criterion, (b) amplifies the influence of ad-induced feelings in persuasion, (c) magnifies the ratio bias in risky choice, and (d) increases the rejection of unfair offers in the ultimatum game. Further, (e) when feelings are highly relevant, they are relied upon regardless of the level of trust, whereas when feelings have low relevance, they are relied upon only if people trust them. Finally, (f) assessments of trust in feelings require significant processing resources. A refined model of feelings as information is advanced based on these findings.

Suggested Citation

  • Tamar Avnet & Michel Tuan Pham & Andrew T. Stephen, 2012. "Consumers' Trust in Feelings as Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 720-735.
  • Handle: RePEc:oup:jconrs:doi:10.1086/664978
    DOI: 10.1086/664978
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    Cited by:

    1. Wadhwa, Monica & Zhang, Kuangjie, 2019. "When numbers make you feel: Impact of round versus precise numbers on preventive health behaviors," Organizational Behavior and Human Decision Processes, Elsevier, vol. 150(C), pages 101-111.
    2. Chen, Qi & Feng, Yuqiang & Liu, Luning & Tian, Xianyun, 2019. "Understanding consumers’ reactance of online personalized advertising: A new scheme of rational choice from a perspective of negative effects," International Journal of Information Management, Elsevier, vol. 44(C), pages 53-64.
    3. Aguirre, Elizabeth & Mahr, Dominik & Grewal, Dhruv & de Ruyter, Ko & Wetzels, Martin, 2015. "Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness," Journal of Retailing, Elsevier, vol. 91(1), pages 34-49.
    4. Abraham Yeboah & Nana Owusu-Frimpong & Ofosu Agyekum & Vida Owusu-Prempeh, 2023. "Measuring situational factors in theory of attribution to consumer attitudes towards unlawful disposal of solid waste products in Ghana with special reference to Sunyani: a mediation and moderation an," Future Business Journal, Springer, vol. 9(1), pages 1-21, December.
    5. Luqiong Tong & Rui (Juliet) Zhu & Yuhuang Zheng & Ping Zhao, 2018. "Warmer or cooler: the influence of ambient temperature on complex choices," Marketing Letters, Springer, vol. 29(3), pages 337-350, September.
    6. M. Reisen & M. Stokmans & B. Vallejo & P. Nakazibwe & Z. M. Baluka, 2022. "The Effect of Trauma Counseling Support and Social Protection on Enhancing Social Economic Resilience in Vulnerable Communities: A Natural Experiment in Northern Uganda," The European Journal of Development Research, Palgrave Macmillan;European Association of Development Research and Training Institutes (EADI), vol. 34(5), pages 2346-2372, October.
    7. Yunhui Huang & Kai H. Lim & Zhijie Lin & Shunping Han, 2019. "Large Online Product Catalog Space Indicates High Store Price: Understanding Customers’ Overgeneralization and Illogical Inference," Information Systems Research, INFORMS, vol. 30(3), pages 963-979, September.
    8. Hart, Andrew & Kerrigan, Finola & vom Lehn, Dirk, 2016. "Experiencing film: Subjective personal introspection and popular film consumption," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 375-391.
    9. Xinye Hu & Ofir Turel & Wanting Chen & Jia Shi & Qinghua He, 2023. "The effect of trait-state anxiety on choice overload: the mediating role of choice difficulty," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 50(2), pages 143-152, June.
    10. Li, Chenxi & Chen, Jing (Elaine) & Peng, Siyu & Huang, Jinsong & Sha, Xiqing, 2024. "Examining the effects of weather on online shopping cart abandonment: Evidence from an online retailing platform," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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