The Affect Heuristic in Consumer Evaluations
xv, 145 p. : ill. (some col.) === This dissertation examines the role of affect in consumer judgments in two essays. The first essay explores the use of affect as a heuristic basis for judgments of the risks and benefits associated with new products. Current perspectives regarding the processes by w...
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| Language: | en_US |
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University of Oregon
2011
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| Online Access: | http://hdl.handle.net/1794/11530 |