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Threats to hope -- Desperation affects reasoning about product information

When our hopes are threatened, we often turn to the marketplace for help. Can’t fit into the gorgeous outfit you bought for your high school reunion? Trying to get pregnant? Want a bigger house but afraid you can’t afford it? A new study argues that in situations like these, consumers are susceptible to “motivated reasoning.” We believe what we want to believe about products that promise to help -- even if the arguments don’t come from credible sources.

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Keywords: threats, hope, desperation, affects, reasoning, product, information, threat, affect

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