The Interrelation of Analytical and Affective Assessments in the Virtual Choice of Goods by the Consumer



One of the controversial issues in modern behavioral economics is associated with the role of emotional and rational criteria for the consumer's choice of goods for purchase. Until recently, the economic theories of such a choice were dominated by an intellectualistic approach, in which the decisive role was attributed to the rational criterion. Recently, both the opposite point of view and the recognition of the role of the interaction of both criteria in making a decision by the buyer have appeared. This article presents the results of a pilot experiment in which the subjects evaluated the images of a pair of cars and made a decision about the possible purchase of one of them. The assessments were made in two ways: either on a 7-point “like-dislike” scale (global emotional assessment), or on four specified criteria (rational assessment). The main issue of the experiment was to determine the predictive power of one or another type of assessment in the final choice of the purchased car. From the data obtained in the experiment, the main conclusions follow: 1) affective estimates are inferior in predictive power to total analytical estimates if the choice of an object is made immediately after its analytical estimates, but they are not significantly inferior in the condition when the choice is made when it is postponed; 2) affective assessments are inferior in the success of election predictions to analytical assessments in the younger age group (subjects under 40), but do not differ significantly in this in the older age group; 3) affective assessments are most closely related to analytical assessments of car design, which, in turn, are the closest in terms of the success of election predictions to the total analytical assessments. All this suggests that there is no absolute advantage of any strategy (rational or emotional) choice in the presence of several alternatives.

General Information

Keywords: behavioral economics, affective assessments, analytical assessments, utility function, emotions, cognitive models, economic decision making

Journal rubric: Cognitive Psychology

Article type: scientific article


Funding. The reported study was funded by Russian Foundation for Basic Research (RFBR), project number 18-010-00291.

Received: 14.06.2022


For citation: Meshcheryakov B.G., Nazarov A.I., Shokin Y.V. The Interrelation of Analytical and Affective Assessments in the Virtual Choice of Goods by the Consumer. Eksperimental'naâ psihologiâ = Experimental Psychology (Russia), 2022. Vol. 15, no. 4, pp. 68–83. DOI: 10.17759/exppsy.2022150404. (In Russ., аbstr. in Engl.)


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Information About the Authors

Boris G. Meshcheryakov, Doctor of Psychology, Professor, Department of Psychology, FSGN, State University “Dubna”, Deputy Editor-in-Chief of the International Scientific Journal "Cultural-Historical Psychology", Dubna, Russia, ORCID:, e-mail:

Anatoly I. Nazarov, PhD in Psychology, Associate Professor, Department of Psychology, FSGN, State University “Dubna”, Dubna, Russia, ORCID:, e-mail:

Yan V. Shokin, Doctor of Economics, Associate Professor, Professor of the Department of Digital Economy and Management, State University "Dubna", Dubna, Russia, ORCID:, e-mail:



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