Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making

  title={Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making},
  author={Baba Shiv and Alexander Fedorikhin},
  journal={Journal of Consumer Research},
This article examines how consumer decision making is influenced by automatically evoked task-induced affect and by cognitions that are generated in a more controlled manner on exposure to alternatives in a choice task. Across two experiments respondents chose between two alternatives: one (chocolate cake) associated with more intense positive affect but less favorable cognitions, compared to a second (fruit salad) associated with less favorable affect but more favorable cognitions. Findings… 

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