Journal article
Seeing Through the Heart's Eye: The Interference of System 1 in System 2
Marketing science (Providence, R.I.), Vol.26(5), pp.666-678
09/01/2007
DOI: 10.1287/mksc.1070.0278
Abstract
Dual process models conceptualize two systems of processing that are activated when presented with a decision task, the quick and affective System 1 and the deliberative and rule-based System 2. In this article, we explore whether the affective component of System 1 has the potential to interfere with the information integration component of System 2 by utilizing everyday consumer decision-making situations that require the integration of provided information to make optimal choices. We posit that if the provided information has an affective System 1 element, then the affective reaction serves as an input to the System 2 process of information integration. Such an affective input has the potential to cause improper information integration resulting in a biased mental representation, which in turn leads to suboptimal choices. Across three experiments, we test the interfering role of affect in information integration. Experiment 1 establishes the mediating role of the affective System 1 generating a preference for the suboptimal option and rules out the alternate account of analytical skills. Experiments 2 and 3 provide converging evidence for the proposed account that System 1 interferes with System 2 and argue against the alternate account of System 1 directly influencing choice.
Details
- Title: Subtitle
- Seeing Through the Heart's Eye: The Interference of System 1 in System 2
- Creators
- Himanshu Mishra - University of UtahArul Mishra - University of UtahDhananjay Nayakankuppam - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Marketing science (Providence, R.I.), Vol.26(5), pp.666-678
- DOI
- 10.1287/mksc.1070.0278
- ISSN
- 0732-2399
- eISSN
- 1526-548X
- Language
- English
- Date published
- 09/01/2007
- Academic Unit
- Marketing
- Record Identifier
- 9984380404402771
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