Contingent reliance on the affect heuristic as a function of regulatory focus

Michel Tuan Pham and Tamar Avnet

Organizational Behavior and Human Decision Processes, 2009, vol. 108, issue 2, 267-278

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 (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (23)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jobhdp:v:108:y:2009:i:2:p:267-278

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