"Affective Evaluations Are More Ordinal"
Publication type: Working paper
Research Archive Topic: Marketing
Because of its evolutionary roots, the affective system of evaluation is inherently more ordinal in its architecture than the cognitive system. That is, the affective system focuses more on the relative ranking of target objects on the evaluative dimension than on their absolute values on the same dimension.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.