A type of cognitive strategy (see “Cognitive Heuristic“) in which consumers rely upon their current emotional state (see “Emotions”) to judge the risks and benefits to simplify a decision. Sometimes referred to as “going with your gut.”
A type of cognitive strategy (see “Cognitive Heuristic“) in which consumers rely upon their current emotional state (see “Emotions”) to judge the risks and benefits to simplify a decision. Sometimes referred to as “going with your gut.”