Affective and Cognitive Factors in Preferences
Journal of Consumer ResearchPublished 1 September 1982
Robert B. Zajonc, Hazel Rose Markus
Citations1,065
SJR quartileQ1
SJR score8.56
SNIP3.32
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Abstract
Affective factors play an important role in the development and maintenance of preferences. The representation of affect can take a variety of forms, including motor responses and somatic reactions. This explains why cognitive methods of preference change that are directed at only one form of representation have seldom been effective.
Keywords
Psychology
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