Abstract: This study examines the effect of transparency on consumers’ judgment and decision making. Through four experiments, we found that transparency can make consumers tend to rely on emotions to make judgment decisions. Experimental results show that compared with opaque products, transparent products make consumers more dependent on emotions for judgment and decision-making (experiment 1).It is precisely because transparency increases the influence of emotions on consumers' judgment and decision making, so positive emotions make consumers have higher evaluation and payment intention on products, while negative emotions make consumers have lower evaluation and payment intention on products (experiments 2 and 3).Transparency will also affect consumers' subsequent judgment and decision, so they are more inclined to choose the option with dominant emotional dimension (experiment 4). Finally, theoretical and practical implications are discussed.

Key words: Transparent, Decision-making, Feeling-based