The interplay of affect and cognition in consumer decision making. Baba Shiv & Alexander Fedorikhin Buying Behavior presentation: Andreea Dicu, Raquel Gonzalez Martin, François-Xavier Jeanne, Carmen Neghina, Algirdas Sabaliauskas

1. Andreea Dicu, Raquel Gonzalez Martin,
François-Xavier Jeanne, Carmen Neghina, Algirdas Sabaliauskas
Heart & Mind in Conflict :
The interplay of affect and cognition in
consumer decision making
Baba Shiv & Alexander Fedorikhin

2. Andreea Dicu, Raquel Gonzalez Martin,
François-Xavier Jeanne, Carmen Neghina, Algirdas Sabaliauskas
Theoretical framework
Affective-Cognitive Model
Methodology
Results
Conclusion and implications
Heart and Mind in Conflict

3. Theoretical Framework

4. Heart and mind in conflict
4
Purpose of the article: to examine the influence of affect and cognition in
consumer decision making
The model proposes that on exposure to alternatives in a choice task, two
types of processes might take place:
Affective process: automatic
Cognitive process: controlled and deliberate
Tested in a binary choice task in a context in which one alternative
(chocolate cake) elicits more intense positive affect, but predominantly
negative consequences.

5. Theoretical framework
5
How does the model build on previous research?
Interaction between Affect and Cognition
Berkowitz (1993)
Proposes three types of processes
that can occur on exposure to a
stimulus event:
1. Lower-order affective
reactions
2. Higher-order cognitive
processes
3. Higher-order affective
processes

6. Theoretical framework
6
How does the model build on previous research?
Interaction between Affect and Cognition
Berkowitz (1993)
Proposes three types of processes Contribution of the model
that can occur on exposure to a
stimulus event: Different from other empirical work that
focuses on higher-order, more controlled
1. Lower-order affective affective reactions
reactions Luce (1998), Garbarino and Edell (1997)
2. Higher-order cognitive Focus on positive rather than negative affect
processes responses, in an attempt to prove the
generalizability of Berkowitz’s findings
3. Higher-order affective
processes

7. Theoretical framework
7
How does the model build on previous research?
Interaction between Affect and Cognition
Berkowitz (1993) Epstein (1993) Leventhal (1984, 1993)
Proposes three types of Cognitive-Experiential Self- Affective reactions can
processes that can occur on Theory (CEST) arise from two routes:
exposure to a stimulus event: Two conceptual systems that 1. “Innate route”: primitive
1. Lower-order affective tend to operate in parallel: or partially formed
reactions 1. Experiential system: affective reactions
2. Higher-order cognitive affective in nature 2. “Memory route”:
processes 2. Rational system: schematic and
3. Higher-order affective cognitive in nature conceptual processing
processes

8. Theoretical framework
8
How does the model build on previous research?
Interaction between Affect and Cognition
Berkowitz (1993) Epstein (1993) Leventhal (1984, 1993)
Proposes three types of Cognitive-Experiential Self- Affective reactions can
processes that can occur on Theory (CEST) arise from two routes:
exposure to a stimulus event: Two conceptual systems that 1. “Innate route”: primitive
1. Lower-order affective tend to operate in parallel: or partially formed
reactions 1. Experiential system: affective reactions
2. Higher-order cognitive affective in nature 2. “Memory route”:
processes 2. Rational system: schematic and
3. Higher-order affective cognitive in nature conceptual processing
processes

9. Theoretical framework
9
How does the model build on previous research?
Interaction between Affect and Cognition
Berkowitz (1993) LeDoux (1987, 1995, 1996)
Proposes three types of On exposure to an external
processes that can occur on stimuli, one of the three events
exposure to a stimulus event: can occur:
1. Lower-order affective 1. “Low-road” processes: limbic
reactions system
2. Higher-order cognitive 2. “High-road” cognitive
processes processes: cortical system
3. Higher-order affective 3. “High-road” affective
processes reaction

10. Affective-Cognitive Model

11. Affective-Cognitive Model
11
Valence
Affective Affective
processes reactions
Intensity
Stimulus
Favorable
Cognitive
Consequences Unfavorable
processes
Stimulus based
Memory based

12. Affective-Cognitive Model
12
Accept
Valence
Affective Affective Reject
processes reactions
Constrained processing resources Intensity
Stimulus
Available processing resources Favorable
Cognitive
Consequences Unfavorable
processes
Stimulus based
Memory based

13. Affective-Cognitive Model
13
Valence
Affective Affective
processes reactions
Constrained processing resources Intensity
Stimulus
Available processing resources Favorable
Cognitive
Consequences Unfavorable
processes
Stimulus based
Memory based

14. Affective-Cognitive Model
14
Valence
Affective Affective
processes reactions
Constrained processing resources Intensity
Stimulus
Available processing resources Favorable
Cognitive
Consequences Unfavorable
processes
Stimulus based
Memory based

15. Moderating effects
15
The model proposes that the effect of processing resources will be qualified
by at least two factors:
The mode of presentation: real versus symbolic
Consumer personality: degree of impulsivity
Real mode of
presentation |
Impulsive
Choice of affective-laden alternative when
processing resources are constrained
Symbolic mode of
presentation |
Prudent

16. Moderating effects
16
The mode of presentation: real versus symbolic
The intensity of the affective reactions is likely to be higher when the
presentation of the affect-laden alternative is real, rather than when the
presentation is symbolic
Potential cause: real presentation enhances the vividness and makes it easier to
sense the gratification arising from consuming the alternative (Loewenstein,
1996)
H1: The effect of restricted processing resources on the choice of an affect-laden
alternative will be moderated by the presentation mode, with the effect being
greater when the presentation mode is real than when it is symbolic.

17. Moderating effects
17
Consumer personality: degree of impulsivity
Effect of processing resources will be influenced by a personality variable
related to consumer impulsivity [based on the work of Logan (1997),
Puri (1996), Rook and Fisher (1995)]
Prudent versus impulsive consumers
Difference: the accessibility of cognitions related to impulse behavior
(Puri, 1996)
H2: The effect of restricted processing resources on the choice of affect-laden
alternatives will be moderated by consumer impulsivity, the effect being greater
with increased levels of consumer impulsivity.

18. Methodology

19. Experiments
19
Independent
variables
Dependent
Processing variable
Resources
Choice of the
Experiment 1 Hypothesis 1
two snacks
Presentation
Mode

20. Experiment 1
20
Sample
136 students
High Processing Low Processing
Resources Resources
Presentation Presentation Presentation Presentation
Mode: Real Mode: Symbolic Mode: Real Mode: Symbolic

21. Experiment 1
21
Sample
136 students
2 digit number 7 digit number
Real snacks Picture of snacks Real snacks Picture of snacks
Control variables:
4 control groups
Able to see snack carts, but not the actual snacks
Exiting individually
Identical instructions
Price stickers
Pretest for the symbolic mode (38)

22. Measures
22
0. Recall
6. Covariates previous
number
5. Cognitions 1. Choice of
about snacks snack
4. Presentation 2. Thought
mode factor protocols
3. Decision
basis

23. Measures
23
0. Recall
6. Covariates previous
number
Comparison with the tickets:
5. Cognitions 1. Choice of
about snacks snack
Perfect match
4. Presentation 2. Thought
mode factor protocols
3. Decision
basis

24. Measures
24
0. Recall
6. Covariates previous
number
2 independent judges
92% interjudge agreement
5. Cognitions 1. Choice of Expectations:
about snacks snack
a higher number of
thoughts for the high-
processing resource group
4. Presentation 2. Thought
mode factor protocols
3. Decision
basis

25. Measures
25
0. Recall
6. Covariates previous
number
Five 7-point items
5. Cognitions 1. Choice of Adapted – previous lit.
about snacks snack
Cronbach’s alpha: 0.91
4. Presentation 2. Thought
mode factor protocols
My final decision was driven by:
3. Decision
basis 1. My thoughts / my feelings
2. My willpower / my desire
3. My prudent self / my imprudent self
4. The rational / the emotional side of me
5. My head / my heart

26. Measures
26
0. Recall
6. Covariates previous
number
Cronbach’s alpha:
0.97 cake
5. Cognitions 1. Choice of 0.95 fruit salad
about snacks snack Two variables:
Affect cake
Affect fruit
4. Presentation 2. Thought
mode factor protocols
3. Decision Are these apt descriptions of the two snacks:
basis 1. I could sense a desire to grab it.
2. I felt a strong, irresistible urge to take it.
3. I felt an impulse to take it.
4. The emotional side of me was aroused
when I saw it.

27. Measures
27
0. Recall
6. Covariates previous
number
Cronbach’s alpha:
0.88 cake
5. Cognitions 1. Choice of 0.84 fruit salad
about snacks snack Two variables:
Cog cake
Cog fruit
4. Presentation 2. Thought
mode factor protocols
3. Decision Cognitions about consuming each snack:
basis 1. Harmful / beneficial
2. Not good for health / good for health
3. A foolish choice / a wise choice
4. Useless / useful

28. Measures
28
0. Recall
6. Covariates previous
number
Gender
5. Cognitions 1. Choice of Health consciousness
about snacks snack
Cake / fruit fanatics
4. Presentation 2. Thought
mode factor protocols
3. Decision
basis

29. Results
29
Influence of processing resources & presentation mode
on manipulation-check and stimulus-related measures
Low processing resources High processing resources
Real Symbolic Real Symbolic
presentation presentation presentation presentation
Total thoughts 2.30 2.35 3.54 3.28
Affect cake 4.28 3.47 4.15 3.36
Affect fruit 3.32 3.29 3.11 3.12
Cog cake 3.06 3.34 3.24 3.26
Cog fruit 6.12 5.88 5.94 5.91
Between - subject ANCOVA
- independent variables:
- processing resources
- presentation mode

30. Results
30
Influence of processing resources & presentation mode
on manipulation-check and stimulus-related measures
Low processing resources High processing resources
Real Symbolic Real Symbolic
presentation presentation presentation presentation
Total thoughts 2.30 2.35 3.54 3.28
Affect cake 4.28 3.47 4.15 3.36
Affect fruit 3.32 3.29 3.11 3.12
Cog cake 3.06 3.34 3.24 3.26
Cog fruit 6.12 5.88 5.94 5.91

31. Results
31
Influence of processing resources & presentation mode
on manipulation-check and stimulus-related measures
Low processing resources High processing resources
Real Symbolic Real Symbolic
presentation presentation presentation presentation
Total thoughts 2.30 2.35 3.54 3.28
Affect cake 4.28 3.47 4.15 3.36
Affect fruit 3.32 3.29 3.11 3.12
Cog cake 3.06 3.34 3.24 3.26
Cog fruit 6.12 5.88 5.94 5.91

32. Results
32
Influence of processing resources & presentation mode
on manipulation-check and stimulus-related measures
Low processing resources High processing resources
Real Symbolic Real Symbolic
presentation presentation presentation presentation
Total thoughts 2.30 2.35 3.54 3.28
Affect cake 4.28 3.47 4.15 3.36
Affect fruit 3.32 3.29 3.11 3.12
Cog cake 3.06 3.34 3.24 3.26
Cog fruit 6.12 5.88 5.94 5.91

33. Results
33
Influence of processing resources & presentation mode
on manipulation-check and stimulus-related measures
Low processing resources High processing resources
Real Symbolic Real Symbolic
presentation presentation presentation presentation
Total thoughts 2.30 2.35 3.54 3.28
Affect cake 4.28 3.47 4.15 3.36
Affect fruit 3.32 3.29 3.11 3.12
Cog cake 3.06 3.34 3.24 3.26
Cog fruit 6.12 5.88 5.94 5.91

34. Results
34
Influence of processing resources & presentation mode
on manipulation-check and stimulus-related measures
Low processing resources High processing resources
Real Symbolic Real Symbolic
presentation presentation presentation presentation
Total thoughts 2.30 2.35 3.54 3.28
Affect cake 4.28 3.47 4.15 3.36
Affect fruit 3.32 3.29 3.11 3.12
Cog cake 3.06 3.34 3.24 3.26
Cog fruit 6.12 5.88 5.94 5.91

35. Choice Measurement
35
Choice of cake
Availability of processing resources

36. Decision Basis Measurement
36
Availability of processing resources

37. Experiments
37
Independent
variables
Dependent
Processing variable
Resources Choice of the
Experiment 2 Hypothesis 2 two snacks
Impulsivity

38. Experiment 2
38
Sample
69 students
Real presentation
mode
High Processing Low processing
Resources resources
Impulsive Not Impulsive Impulsive Not Impulsive

39. Experiment 2
39
Difference from Experiment 1:
Questions on impulsivity
Impulsive, careless, easily tempered
Cronbach‘s alpha: 0.77
Test-retest procedure to ensure reliability
Same sample – 4 weeks apart
Correlation: 0.79
Similar results for processing resources manipulations

40. Results
40
Choice of cake
Availability of processing resources

41. Experiment 2
41
Availability of processing resources

42. Conclusions and Implications

43. Findings
43
• Constrained Affect
Processes resources
• Available Cognition
• Real Affect
Presentation mode
• Symbolic Cognition
Impulsivity • High Affect
• Low Cognition

44. Managerial Implications
44
Reduce the availability of processing resources
Distracting music or displays
Reduce checkout time
Presentation Mode Real
Internet and cyber-shopping involve symbolic presentation modes
Mental imaginary: Consumers imagine themselves using the product

45. Future Research
45
Consumer view of impulsivity
Consumer postdecision processes
Examine situations where respondents make delayed choices
Assess the reliability of the variable Decision Basis
Psychological and biological approaches to understanding affect
Different products
Same products and different brands

46. Reflexions
46
Structure Conceptual
of the
model
article
Just
impulsivity
Implementation
No differences
between
women and
No men
explanation Experiment in
of the controlled
measures environment