Affect and Choice: A Case for the Affect Heuristic in Image Theory

The decision literature has generally viewed an individual’s choice through the lens of cognitive psychology. This perspective has been a fruitful path in many ways, but not always satisfying in terms of results. Some recent studies in the field of psychology have suggested that there are numerous conditions in which emotions play an important role in decision making. Using image theory as a lens, this paper reviews these findings as they relate to judgment and choice, and discusses some of the theoretical and practical implications of this research on the field