Preference Consistency, Emotion, and Cognition



Understanding the role of emotion in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In five experiments, participants made a set of binary product choices under conditions designed to induce different degrees of emotional decision processing. The results consistently indicate that greater reliance on emotional reactions during decision making is associated with greater preference consistency and less cognitive noise. Additionally, the results of a meta-analytical study based on data from all five experiments further show that products that elicit a stronger emotional response are more likely to yield consistent preferences.
Professor Lee's research focuses on understanding how both emotional and cognitive factors influence consumers' judgment and decision making such as the consistency of their consumption choice and preferences over time. He is also interested in investigating how consumers shop in real world environments and how contextual and environmental factors affect their shopping process and behavior. Professor Lee teaches the Core Marketing Strategy course.
Contact information:
Dr. S. Puntoni