Heart and Mind in Conflict The Interplay of Affect …：在冲突中相互作用的心的影响….Image.Marked.pdf

Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making BABA SHIV ALEXANDER FEDORIKHIN* This article examines how consumer decision making is influenced by automat- ically 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, com- pared to a second (fruit salad) associated with less favorable affect but more favorable cognitions. Findings from the two experiments suggest that if process- ing resources are limited, spontaneously evoked affective reactions rather than cognitions tend to have a greater impact on choice. As a result, the consumer is more likely to choose the alternative that is superior on the affective dimension but inferior on the cognitive dimension (e.g., chocolate cake). In contrast, when the availability of processing resources is high, cognitions related to the conse- quences of