What ’ s bad is easy : Taboo values , affect , and cognition

  title={What ’ s bad is easy : Taboo values , affect , and cognition},
  author={Sarah Lichtenstein and Robin Gregory Decision and Julie R. Irwin},
Some decision situations are so objectionable or repugnant that people refuse to make a choice. This paper seeks to better understand taboo responses, and to distinguish choices that are truly taboo from those that are merely difficult or confusing. Using 22 scenarios that describe potentially taboo issues, Experiment 1 explores reasons for disapproval of the scenarios. We measure a large number of possible reasons for disapproval and a variety of preference responses (including willingness to… CONTINUE READING


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