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In the intervening years since publication of the chapter “A ect and Consumer Behavior” (Cohen & Areni, 1991) in the Handbook of Consumer Behavior (Kassarjian & Robertson, 1991), research in consumer behavior dealing with a ect has exploded, making it one of the eld’s central research topics. Within psychology more generally, Schimmack and Crites (2005) located 923 references to a ect between 1960 and 1980 and 4,170 between 1980 and 2000. Since research on a ect has become more specialized, this chapter will concentrate on the various ways a ect in uences judgment and choice rather than on broader and historical perspectives. ese will include the role of a ect in information retrieval, di erential processing of a ectively colored information (including the role of a ect in strengthening mental associations and memory consolidation), how and when a ect provides information that in uences …