Going With Your Gut: Affective Cues in Consumer Judgment and Choice
A BMW is the ultimate driving machine and Pontiac builds excitement; Louis Vuitton bags signal who you are or want to be; Armani suits make you feel like a “million bucks.” When making buying decisions, your feelings are often more engaged than you realize, and sometimes, you go with your “gut feel,” even in the face of credible information about better features provided by the … [ Read more ]
Content: Article | Authors: Amitava Chattopadhyay, Laurence Ashworth, Peter Darke | Source: INSEAD Knowledge | Subject: Marketing / Sales