Tamar Avnet, assistant professor of marketing at Yeshiva University’s Syms Schools of Business, recently co-authored an article that will soon appear in The Journal of Consumer Research. In the article, titled “Consumers’ Trust in Feelings as Information,” Avnet and co-authors Dr. Michael Tuan Pham, Kravis Professor of Business and Marketing at Columbia University, and Dr. Andrew T. Stephen, assistant professor of business administration and Katz Fellow in marking at University of Pittsburgh, identify an important factor that affects consumers’ reliance on feelings during buying decisions. Using advertisements and product choices as a framework, the authors demonstrate the role of consumers’ confidence in their own feelings during decision-making transactions and how that confidence can be manipulated.