In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency

Journal of Consumer Research, No. 36, No. 2, pp. 173-187, 2009

15 Pages Posted: 16 Nov 2011

See all articles by Leonard Lee

Leonard Lee

Columbia Business School - Marketing

On Amir

University of California, San Diego (UCSD) - Rady School of Management

Dan Ariely

Duke University - Fuqua School of Business

Date Written: 2009

Abstract

Understanding the role of emotion in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In five experiments, participants made a set of binary product choices under conditions designed to induce different degrees of emotional decision processing. The results consistently indicate that greater reliance on emotional reactions during decision making is associated with greater preference consistency and less cognitive noise. Additionally, the results of a meta‐analytical study based on data from all five experiments further show that products that elicit a stronger emotional response are more likely to yield consistent preferences.

Suggested Citation

Lee, Leonard and Amir, On and Ariely, Dan, In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency (2009). Journal of Consumer Research, No. 36, No. 2, pp. 173-187, 2009. Available at SSRN: https://ssrn.com/abstract=1960346

Leonard Lee (Contact Author)

Columbia Business School - Marketing ( email )

New York, NY 10027
United States
212 854 2177 (Phone)
212 854 7647 (Fax)

On Amir

University of California, San Diego (UCSD) - Rady School of Management ( email )

9500 Gilman Drive
Rady School of Management
La Jolla, CA 92093
United States
858-534-2023 (Phone)
858-534-0745 (Fax)

HOME PAGE: http://management.ucsd.edu/faculty/directory/amir/

Dan Ariely

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States
(919) 381-4366 (Phone)

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