Mishra, Himanshu; Mishra, Arul; Nayakankuppam, Dhananjay - In: Marketing Science 26 (2007) 5, pp. 666-678
Dual process models conceptualize two systems of processing that are activated when presented with a decision task, the quick and affective System 1 and the deliberative and rule-based System 2. In this article, we explore whether the affective component of System 1 has the potential to...