Judgment and Decision-Making Based on High Effort - Deciding What Brand to Choose: High-Effort Feeling-Based Decisions
3 important questions on Judgment and Decision-Making Based on High Effort - Deciding What Brand to Choose: High-Effort Feeling-Based Decisions
Consumers can also make high-effort feeling based decisions (affective decision-making). How does the appraisal theory link to this phenomenon?
Consumers who make decisions based on feelings tend to be more satisfied afterward than those who make decisions based on product attributes.
Appraisal theory states that our emotions are determined by the way that we "appraise" the situation. This is why certain emotions can also affect future judgments and decisions.
Appraisal theory states that our emotions are determined by the way that we "appraise" the situation. This is why certain emotions can also affect future judgments and decisions.
People engage in affective forecasting: predicting how they will feel in the future. What are the different determinants of how ... ... will work out?
A person will forecast:
- What will I feel?
- Valence (good or bad)
- Nature of feeling (emotion)
- How much will I feel it?
- Intensity of the feeling
- How long will I feel this way?
- Duration
Imagery plays a key role in affective decision-making. Why?
Because consumers can imagine themselves and how good they'd feel using a product/service. This can increase purchase intention.
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