Editing Consumer behaviour (section)

====Choice====

[[File:Ässä Mix.jpg|thumb|The immediate pleasure of eating candy often outweighs the longer term benefit of a healthier food choice.]]

Affect may play an important role in [[impulse purchase|impulse]]-[[buying decision]]s. Research suggests that consumers place higher weightings on immediate affective rewards and punishments, while [[delayed reward]]s receive less weighting.<ref>{{cite journal|author1=Cohen, J.B.|author2=Pham, M.T. |author3= Andrade, E.B.|title=The Nature and Role of Affect in Consumer Behavior|pages=33–34| website=APA PsycNet | date=1999-06-01 | url=https://psycnet.apa.org/record/2007-16424-011 | access-date=2021-09-09}}</ref> For instance, the immediate pleasure of eating a sweet treat often outweighs the longer term benefits of eating a healthy alternative such as fruit. This occurs because the immediate emotional gain is a strong driver, and one that consumers can readily visualise whereas the more distant goal lacks sufficient strength to drive choice.