Saunders, Tom and Buehner, Marc J. 2013. The gut chooses faster than the mind: A latency advantage of affective over cognitive decisions. The Quarterly Journal of Experimental Psychology 66 (2) , pp. 381-388. 10.1080/17470218.2012.712541 |
Abstract
Dual-process theories often cite that affective processing occurs more rapidly than cognitive processing. A wide range of evidence seems to support this notion; however, little research exists in the context of decision making. We tested the hypothesis that affective decisions would be performed faster than cognitive decisions. Forty-nine students completed a series of forced-choice tasks involving well-known consumer brands, focusing on either emotionally or cognitively relevant aspects of the products. The results revealed a significant latency advantage for affective processing compared to cognitive processing.
Item Type: | Article |
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Date Type: | Publication |
Status: | Published |
Schools: | Psychology |
Subjects: | B Philosophy. Psychology. Religion > BF Psychology |
Uncontrolled Keywords: | Decision making, Affect, Cognition, Consumer preferences, Dual-process theory |
Publisher: | Taylor & Francis |
ISSN: | 1747-0218 |
Last Modified: | 28 Sep 2020 14:29 |
URI: | http://orca.cf.ac.uk/id/eprint/38203 |
Citation Data
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