Scholar Info


Sasha Fedorikhin

Associate Professor of Marketing

Marketing

ude[dot]iupui[at]kirodefs

Consumer Emotions in Decision Making and Self-Control


My research deals with the interplay of emotional and cognitive factors in consumer decisions and self-control. Positive mood makes it easier for consumers to control their impulses, but only when it is not associated with an elevated level of emotional arousal. This insight allows public policy makers better help consumers (especially vulnerable segments of consumers) deal with impulsive decisions.

IUPUI TRIP

ude[dot]iupui[at]pirtrtc
(317) 278-4690