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- W2078119714 abstract "Dual-process theories often cite that affective processing occurs more rapidly than cognitive processing. A wide range of evidence seems to support this notion; however, little research exists in the context of decision making. We tested the hypothesis that affective decisions would be performed faster than cognitive decisions. Forty-nine students completed a series of forced-choice tasks involving well-known consumer brands, focusing on either emotionally or cognitively relevant aspects of the products. The results revealed a significant latency advantage for affective processing compared to cognitive processing." @default.
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- W2078119714 date "2013-02-01" @default.
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- W2078119714 title "The gut chooses faster than the mind: A latency advantage of affective over cognitive decisions" @default.
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- W2078119714 doi "https://doi.org/10.1080/17470218.2012.712541" @default.
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