Sasha Fedorikhin
Associate Professor of MarketingMarketing
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.