The complementary role of affect-based and cognitive heuristics to make decisions under conditions of ambivalence and complexity.

ABSTRACT: Little is known about the interplay between affective and cognitive processes of decision making within the bounded rationality perspective, in particular for the debate on adaptive decision making and strategy selection. This gap in the knowledge is particularly important as affect and deliberation may direct preferences in opposite directions. How do decision makers solve such dissonance? In this paper, we address this question by exploring the use of integral affect as a choice heuristic in comparison with and in conjunction to "take the best," and weighted addition of attributes (WADD). We operationalize theories of reliance on affect in choice through a "Take the emotionally best" algorithm. Its predictive power is experimentally tested against other models, including mixed-sequential

SUBMITTER: Trujillo CA 

PROVIDER: S-EPMC6226170 | biostudies-literature | 2018

REPOSITORIES: biostudies-literature