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Contingent Reliance on the Affect Heuristic as a Function of Regulatory Focus

21 Pages Posted: 10 Oct 2007 Last revised: 20 Aug 2011

Michel Tuan Pham

Columbia Business School - Marketing

Tamar Avnet

Yeshiva University - Syms School of Business

Multiple version iconThere are 2 versions of this paper

Date Written: October 10, 2008

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.

Keywords: affect, emotion, feelings, affect heuristic, judgment, decision making, regulatory- focus, scope-sensitivity, heuristics, and biases

JEL Classification: M31, M32

Suggested Citation

Pham, Michel Tuan and Avnet, Tamar, Contingent Reliance on the Affect Heuristic as a Function of Regulatory Focus (October 10, 2008). Organizational Behavior and Human Decision Processes, Forthcoming. Available at SSRN: https://ssrn.com/abstract=1017339

Michel Tuan Pham (Contact Author)

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Tamar Avnet

Yeshiva University - Syms School of Business ( email )

New York, NY
United States

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