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CHOICE Review

Peterson, Hoyer, and Wilson reproduce six papers delivered at a 1984 symposium at the University of Texas (Austin). These papers, presented by academicians and marketing practitioners, explore the role of affect (feelings or emotions) as contrasted to cognition in consumer decision making. Recognizing the difficulty of defining and verifying the impact of affect, the conferees decided against a uniform definition; rather, contributors present their own meaning of the term. Those unsophisticated in marketing research would find the work difficult to comprehend. The articles are filled with citations to esoteric studies. However, the book would serve as an excellent reference source; the editors devote 23 pages to references. A complete index is also available. This publication should be available in academic libraries supporting marketing research programs.-S.R. Kahn, University of Cincinnati