BU432 Lecture Notes - Lecture 9: Retail Therapy
BU432
Involvement & Affect and Emotions
Diversification Heuristic
• When making several choices at once, people tend to diversity more than when making the
same type of decision sequentially
o Choose once a week which yogurt to consume that week for 3 weeks: the same
o Choose now six yogurts to eat in the next three weeks: buy several types
▪ Can make suboptimal options
• When choosing all at once, we are often variety-seeking, but with sequential decision making,
were more likely to choose our favourite
• Package of several in a variety pack vs. larger tubs
Extremeness Aversion Heuristic
• Whe choosig fro several, you’re ost likely to choose the iddle optio to avoid the
extreme sides
• Sacrifice a little bit of both but nothing extreme
• Ti’s got rid of the sall and introduced new cup sizes and introduced an extra large
o People trying to avoid the extremes feel more comfortable ordering a medium
Affect and Emotions
What is Affect?
• The experience of emotionally laden states
o Dimensions: valence and arousal (intensity)
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