Running Head: LOGIC OF FEELING

Abstract

(Montesquieu, 1736-1743/1892), he seemed to imply the following: (a) that feelings and descriptive knowledge provide alternative forms of intelligence; and (b) that it is feelings that may be the superior form. Norbert Schwarz’s outstanding body of work speaks extensively to the first proposition. Consumer psychologists, marketing researchers, and behavioral decision theorists (not to mention economists) have historically defined the notion of information in judgment and decision making rather narrowly. To them, information has traditionally meant beliefs, perceptions, and declarative knowledge structures (e.g., attributes, features, benefits, traits, stereotypes, etc.). Schwarz’s major contribution has been to expand the notion of information significantly and demonstrate that judgments and decisions also involve inputs that are more experiential and phenomenal in nature. He first demonstrated this with

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