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Psychology

Theses/Dissertations

Emotion

2016

College of Science and Health Theses and Dissertations

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Affective And Deliberative Processes In Decision Making: Option Framed Scenarios, Charles E. Drehmer Nov 2016

Affective And Deliberative Processes In Decision Making: Option Framed Scenarios, Charles E. Drehmer

College of Science and Health Theses and Dissertations

As the internet becomes more widely used as a marketplace, consumers are increasingly faced with scenarios where they have to customize products by adding features to a base model or delete features from a fully loaded model, a phenomenon known as option framing. People can now customize their vacations, pizzas, personal computers, shoes and cars with the click of a mouse. Recent research has shown consumers will end up with more features and spend more money when they have to remove features from a fully loaded model versus adding features to a base model (Biswas, 2009; Park & Kim, 2012). Emotion may impact these decision processes. People typically use two modes of information processing: fast and intuitive or deliberate and analytical. Past research has shown positive and neutral emotions can lead people to use a fast and intuitive information processing mode while negative emotions can lead people to use a deliberate and analytical approach (Howard & Barry, 1994; Park & Banji, 2000; Samson & Voyer, 2012; Schwarz ...