Past research has shown that emotion affects preferential choice outcomes. The goal of the present study was to further research on emotion and preferential choice by using mathematical modeling to investigate the effects of specific dimensions of emotion on the underlying mechanisms of preferential choice. Specifically, we aimed to determine whether the concurrent effects of positive-negative valence and situational certainty on attention and information accumulation threshold, respectively, would influence the magnitude of the similarity effect, a robust phenomenon in preferential choice. Participants first underwent either an Anger (negative and certain), Fear (negative and uncertain), or no (Control) emotion manipulation. All participants then completed an apartment choice task that was designed to elicit the similarity effect. A novel framing manipulation was used to test the effects of emotional valence on attention. Both feature framing and emotion condition significantly affected choice outcomes. These results suggest differences in deliberation style between Anger and Fear participants, as well as a surprising impact of alternatives outside the choice set on choice outcomes. Future directions are discussed.

Yes / Location-based advertising is an entrepreneurial and innovative means for advertisers to reach out through personalised messages sent directly to mobile phones using their geographic location. The mobile phone users' willingness to disclose their location and other personal information is essential for the successful implementation of mobile location-based advertising (MLBA). Despite the potential enhancement of the user experience through such personalisation and the improved interaction with the marketer, there is an increasing tension between that personalisation and mobile users' concerns about privacy. While the privacy calculus theory (PCT) suggests that consumers make privacy-based decisions by evaluating the benefits any information may bring against the risk of its disclosure, this study examines the specific risks and benefits that influence consumers' acceptance of MLBA. A conceptual model is proposed based on the existing literature and a standardised survey was developed and targeted at individuals with known interests in the subject matter. From these requests, 252 valid responses were received and used to evaluate the key benefits and risks of MLBA from the users' perspectives. While the results confirmed the importance of internet privacy concerns (IPC) as an important determinant, they also indicate that monetary rewards and intrusiveness have a notably stronger impact on acceptance intentions towards MLBA. Intrusiveness is the most important risk factor in determining mobile users' intentions to accept MLBA and therefore establishing effective means of minimising the perceived intrusiveness of MLBA can be expected to have the greatest impact on achieving effective communications with mobile phone users.