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Open Access Publications from the University of California

Emotions and Consumer Behavior

  • Author(s): Andrade, Eduardo
  • Gururangan, Kapil
  • Iantorno, Stefano
  • Feng, Harvey
  • Cherone, Jennifer
  • Sawant, Manali
  • Neogi, Sushrita
  • Bhat, Prashant
  • Lukus, Alan
  • et al.

Professor Eduardo Andrade received his Ph.D. in Marketing from the University of Florida in 2004 before coming to theHaas School of Business. He studies the impact of emotions on consumer decision making. One of his studies publishedin 2009 shifted the concept of emotions from transient effects to long-term processes and his recent work is movinginto the burgeoning field of decision neuroscience, which uses neuroscience tools to study economic decision-making.When Berkeley Scientific Journal spoke with him in 2010, this latest project was only starting, but we were able to discusshis research in emotional judgment and marketing.

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