Results from four studies show that the reliance on affect as a heuristic of judgment and decision making is more pronounced under a promotion focus than under a prevention focus. Two different manifestations of this phenomenon were observed. Studies 1–3 show that different types of affective inputs are weighted more heavily under promotion than under prevention in person-impression formation, product evaluations, and social recommendations. Study 4 additionally shows that valuations performed under promotion are more scope-insensitive—a characteristic of affect-based valuations—than valuations performed under prevention. The greater reliance on affect as a heuristic under promotion seems to arise because promotion-focused individuals tend to find affective inputs more diagnostic, not because promotion increases the reliance on peripheral information per se.
Pham, Michel Tuan, and Tamar Avnet. "Contingent Reliance on the Affect Heuristic as a Function of Regulatory Focus." Organizational Behavior and Human Decision Processes 108, no. 2 (2009): 267-278.
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