Feelings, Fit, and Funny Effects: A Situated Cognition Perspective

Abstract

Recent research has documented numerous, apparently irrational influences on consumer judgment and choice, from the influence of temporary moods and metacognitive experiences to the role of “feeling right” about a decision strategy. From the metatheoretical perspective of situated cognition, such findings reflect the pragmatic, situated, and embodied nature of human cognition, which usually serves people well. Avnet and Higgins's (2006) target article extends the understanding of these processes by identifying the metacognitive experience of feeling right and by emphasizing the role of self-regulatory focus in judgment and decision making.