What can tobacco addiction teach us about consumer decision making?

Date of publication: September 18, 2011


This paper sheds light on how emotion, anxiety, reward, and hedonic forecast are involved in consumer behavior. The presenters seek to relate how changes in reward and hedonic forecast mechanisms in chronic tobacco use can help understand the way emotion and anxiety intervene in the decision making process. Physiological and behavioral measures were used to evaluate responses to anti-tobacco advertising. A model relating sensory processing, uncertainty, reward systems and anxiety with decision making is presented.

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