Differential Reliance on Feelings in the Present vs. the Future (or Past): Affect as a Decision Making System of the Present

• Main Authors: CHANG, Hanwen Hannah, PHAM, Michel Tuan
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2009
• Subjects: Advertising and Promotion Management; Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/2918; https://ink.library.smu.edu.sg/context/lkcsb_research/article/3917/viewcontent/ChangMPham37ConRes.pdf
• Institution: Singapore Management University

We posit that compared to the cognitive system, the affective system of judgment and decision making is relatively more engaged in the present. Specifically, we hypothesize that even if their accessibility is held constant, affective feelings are weighted more heavily in consumer judgments and decis...