Michel Tuan Pham
Consumers' Trust in Feelings as Information
Coauthor(s): Tamar Avnet, Andrew Stephen, Andrew T. Stephen.
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.
Source: Journal of Consumer Research
Avnet, Tamar, Michel Tuan Pham, and Andrew T. Stephen. "Consumers' Trust in Feelings as Information." Journal of Consumer Research 39 (December 2012): 720-735.