The gut chooses faster than the mind: A latency advantage of affective over cognitive decisions

Saunders, Tom and Buehner, Marc J. ORCID: https://orcid.org/0000-0003-4202-7511 2013. The gut chooses faster than the mind: A latency advantage of affective over cognitive decisions. The Quarterly Journal of Experimental Psychology 66 (2) , pp. 381-388. 10.1080/17470218.2012.712541

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Abstract

Dual-process theories often cite that affective processing occurs more rapidly than cognitive processing. A wide range of evidence seems to support this notion; however, little research exists in the context of decision making. We tested the hypothesis that affective decisions would be performed faster than cognitive decisions. Forty-nine students completed a series of forced-choice tasks involving well-known consumer brands, focusing on either emotionally or cognitively relevant aspects of the products. The results revealed a significant latency advantage for affective processing compared to cognitive processing.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Psychology
Subjects:	B Philosophy. Psychology. Religion > BF Psychology
Uncontrolled Keywords:	Decision making, Affect, Cognition, Consumer preferences, Dual-process theory
Publisher:	Taylor & Francis
ISSN:	1747-0218
Last Modified:	21 Oct 2022 09:53
URI:	https://orca.cardiff.ac.uk/id/eprint/38203

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