Leonard Lee

Affective Evaluations Are More Ordinal

Coauthor(s): Michel Tuan Pham, Olivier Toubia, Ali Faraji Rad.

Because of its evolutionary roots, the affective system of evaluation is inherently more ordinal in its architecture than the cognitive system. That is, the affective system focuses more on the relative ranking of target objects on the evaluative dimension than on their absolute values on the same dimension.

Source: Working Paper
Exact Citation:
Pham, Michel Tuan, Olivier Toubia, Ali Faraji Rad, and Leonard Lee. "Affective Evaluations Are More Ordinal." Working Paper, Columbia Business School, March 2010.
Date: 3 2010