Wanting-Liking disjunction in financial decision-making and the moderating effect of affect intensity.

• Main Author: Wong, Tak Wee.
• Other Authors: Lee Sau-Lai
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Social sciences::Psychology::Affection and emotion
• Online Access: http://hdl.handle.net/10356/42379
• Institution: Nanyang Technological University

In a recent study, participants displayed greater ‘wanting’ for a denied prize but liked it lesser eventually, and this pattern depended on individual affect intensity (Litt, Khan, and Shiv, 2010). This study investigates whether this ‘jilting effect’ also occurs in financial decision-making. 86 par...