Lay Rationalism: Individual Differences in using Reason versus Feelings to Guide Decisions

People have a lay notion of rationality—that is, the notion of using reason rather than feelings to guide decisions. Yet people differ in the degree to which they actually base their decisions on reason versus feelings. This individual difference variable is potentially general and important but is largely overlooked. The present research (1) introduces the construct of lay rationalism to capture this individual difference variable and distinguishes it from other individual difference variables; (2) develops a short, easy-to-implement scale to measure lay rationalism and demonstrates the validity and reliability of the scale; and (3) shows that lay rationalism, as measured by the scale, can predict a variety of consumer-relevant behaviors, including product preferences, savings decisions, and donation behaviors.

• 저널Journal of Marketing Research · 52(1) · 134–146
• 토픽Decision-Making and Behavioral Economics · General Decision Sciences
• DOI10.1509/jmr.13.0532
• 저자Christopher K. Hsee, Yang Yang, Xingshan Zheng, Hanwei Wang