Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making

Journal Article Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making Get access Baba Shiv, Baba Shiv Search for other works by this author on: Oxford Academic PubMed Google Scholar Alexander Fedorikhin Alexander Fedorikhin Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 26, Issue 3, December 1999, Pages 278–292, https://doi.org/10.1086/209563 Published: 01 December 1999 Article history Received: 01 June 1998 Revision received: 01 May 1999 Published: 01 December 1999