Measuring Affective-Cognitive Experience and Predicting Market Success

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Provided by: Massachusetts Institute of Technology
Topic: E-Commerce
Format: PDF
In this paper, the authors present a new Affective-Behavioral-Cognitive (ABC) framework to measure the usual cognitive self-report information and behavioral information, together with affective information while a customer makes repeated selections in a random-outcome two-option decision task to obtain their preferred product. The affective information consists of human-labeled facial expression valence taken from two contexts: one where the facial valence is associated with affective wanting and the other with affective liking. The new "Affective wanting" measure is made by setting up a condition where the person shows desire to receive one of two products and they measure if the face looks satisfied or disappointed when each of the products arrives.
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