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Seeing Through the Heart's Eye: The Interference of System 1 in System 2

Author

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  • Himanshu Mishra

    (David Eccles School of Business, University of Utah, 1645 East Campus Center Drive, BUC 32, Salt Lake City, Utah 84112)

  • Arul Mishra

    (David Eccles School of Business, University of Utah, 1645 East Campus Center Drive, 470B BUC, Salt Lake City, Utah 84112)

  • Dhananjay Nayakankuppam

    (Henry B. Tippie College of Business, University of Iowa, W234 PBB, Iowa City, Iowa 52242)

Abstract

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 interfere with the information integration component of System 2 by utilizing everyday consumer decision-making situations that require the integration of provided information to make optimal choices. We posit that if the provided information has an affective System 1 element, then the affective reaction serves as an input to the System 2 process of information integration. Such an affective input has the potential to cause improper information integration resulting in a biased mental representation, which in turn leads to suboptimal choices. Across three experiments, we test the interfering role of affect in information integration. Experiment 1 establishes the mediating role of the affective System 1 generating a preference for the suboptimal option and rules out the alternate account of analytical skills. Experiments 2 and 3 provide converging evidence for the proposed account that System 1 interferes with System 2 and argue against the alternate account of System 1 directly influencing choice.

Suggested Citation

  • Himanshu Mishra & Arul Mishra & Dhananjay Nayakankuppam, 2007. "Seeing Through the Heart's Eye: The Interference of System 1 in System 2," Marketing Science, INFORMS, vol. 26(5), pages 666-678, 09-10.
    • Handle: RePEc:inm:ormksc:v:26:y:2007:i:5:p:666-678
    DOI: 10.1287/mksc.1070.0278
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    References listed on IDEAS

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