In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency
In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency
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DOI：
10.1086/597160
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发表时间：
2009-08-01
影响因子：
7.2
通讯作者：
Ariely, Dan
中科院分区：
文献类型：
--
作者：
Lee, Leonard;Amir, On;Ariely, Dan
理解情感在形成偏好中的作用对于帮助企业选择有效的营销策略和消费者做出适当的消费决策至关重要。在五个实验中，参与者在不同程度的情绪决策加工条件下做出一组二元产品选择。结果一致表明，在决策过程中更依赖情绪反应与更大的偏好一致性和更少的认知噪音有关。此外，基于所有五个实验数据的元分析研究结果进一步表明，引发更强烈情绪反应的产品更有可能产生一致的偏好。
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.