...Mellina da Silva Terres; Cristiane Pizzutti dos Santos Purpose The purpose of this paper is to address the impact of affect (as opposed to cognition) on patient trust in high‐consequence exchanges. The authors also investigate the mediator's role of trust in the relationship between affect...

... © Emerald Group Publishing Limited 2011 --> Behavioral economics Biases Cognition Decision making Decision heuristics Framing Latitude of acceptance Mental accounting Marketing Prospect theory The book, Nudge, by Richard Thaler and Cass Sunstein is an excellent...