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Consumers' trust in feelings as information

Avnet, T and Michel, TP and Stephen, AT (2012) Consumers' trust in feelings as information. Journal of Consumer Research, 39 (4). 720 - 735. ISSN 0093-5301

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The diagnosticity of feelings in judgment depends not only on their representativeness and relevance, but also on people's trust in their feelings in general. Trust in feelings is the degree to which individuals believe that their feelings generally point toward the "right" direction in judgments and decisions. Six studies show that a higher trust in feelings (a) increases the reliance on feelings as a judgment criterion, (b) amplifies the influence of ad-induced feelings in persuasion, (c) magnifies the ratio bias in risky choice, and (d) increases the rejection of unfair offers in the ultimatum game. Further, (e) when feelings are highly relevant, they are relied upon regardless of the level of trust, whereas when feelings have low relevance, they are relied upon only if people trust them. Finally, (f) assessments of trust in feelings require significant processing resources. A refined model of feelings as information is advanced based on these findings. © 2012 by JOURNAL OF CONSUMER RESEARCH, Inc.


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Item Type: Article
Status: Published
CreatorsEmailPitt UsernameORCID
Avnet, T
Michel, TP
Stephen, ATastephen@pitt.eduASTEPHEN
Date: 27 November 2012
Date Type: Publication
Journal or Publication Title: Journal of Consumer Research
Volume: 39
Number: 4
Page Range: 720 - 735
DOI or Unique Handle: 10.1086/664978
Schools and Programs: Joseph M. Katz Graduate School of Business > Business Administration
Refereed: Yes
ISSN: 0093-5301
Date Deposited: 08 Apr 2013 20:52
Last Modified: 02 Feb 2019 15:55


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