Consumer behavior linked with emotions

Nov 15, 2005

Scientists at Pennsylvania State University and at Tilburg University in the Netherlands say extraneous emotions can affect consumer purchases.

"Although previous studies have shown that people in a positive mood evaluate products more favorably than people in a negative mood, little is known about how specific extraneous emotions impact evaluations," write the authors of the study, Anick Bosmans of Tilburg University and Hans Baumgartner from Penn State. "This research demonstrates consumers are more likely to rely on their specific extraneous emotions while evaluating products when these emotions 'match' with their salient goals."

The researchers also noted a discernable difference between two types of emotions: achievement vs. protection. The former relates to feelings of cheerfulness or dejection, while the latter to quiescence and agitation.

"That is, people who were confronted with an achievement appeal evaluated the advertised product as more positive when they felt cheerful (because they previously described a life event which made them feel cheerful), whereas people who were confronted with a protection appeal evaluated the product as more positive when they felt quiescent (because they previously described a life event which made them feel quiescent)," the researchers said.

The study appears in the Journal of Consumer Research.

Copyright 2005 by United Press International

Explore further: Entrepreneurs to venture capitalists: Don't be a Scrooge

add to favorites email to friend print save as pdf

Related Stories

NASA Webb's heart survives deep freeze test

Oct 21, 2014

After 116 days of being subjected to extremely frigid temperatures like that in space, the heart of the James Webb Space Telescope, the Integrated Science Instrument Module (ISIM) and its sensitive instruments, ...

Researchers say academia can learn from Hollywood

Oct 14, 2014

According to a pair of University of Houston (UH) professors and their Italian colleague, while science is increasingly moving in the direction of teamwork and interdisciplinary research, changes need to be made in academia ...

Recommended for you

James Watson's Nobel Prize to be auctioned

12 hours ago

Missed the chance to bid on Francis Crick's Nobel Prize when it was auctioned off last year for $2.27 million? No worries, you'll have another chance to own a piece of science history on Dec. 4, when James D. Watson's 1962 ...

Over-identifying restrictions in economic analysis

17 hours ago

The analysis of empirical economics has long made use of a tool called the generalized method of moments (GMM). This method is used as a generic way of estimating parameters in an empirical model where the ...

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.