ABSTRACT
This chapter evaluates the progress that has been made on the affect-as-information hypothesis since Schwarz and Clore's seminal contribution. The primary purpose of the chapter is to examine how the original tenets of the affect-as-information hypothesis can be extended to explain a wide range of judgment phenomena, especially with respect to consumer decision making. Michel Tuan Pham offered that the HDIF heuristic plays a central role in consumer decision making. Whereas consumer decision making is generally conceptualized as a process of integration and comparison of the evaluative implications of the options' main attributes. Closely related to the HDIF heuristic, in which value is inferred from the valence of one's momentary feelings, is the inference of risk from feelings of fear, dread, and anxiety elicited by a target. The necessity and sufficiency of feelings as information has important methodological implications. Feelings are manipulated through incidental mood inductions, and therefore are not representative of the target.
