Goal-Relevant Emotional Information: When Extraneous Affect Leads to Persuasion and When It Does Not
We investigate how extraneous or incidental emotions influence product evaluations as a function of consumers' salient goals. By manipulating specific emotions that correspond closely to two basic categories of human goals (achievement vs. protection), we extend affect-as-information theory and show that product judgments are a function not simply of the valence of extraneous emotions but also of the correspondence between specific emotions and salient goals. When consumers' achievement goals are salient, achievement-related emotions (cheerfulness and dejection) are more informative for evaluations than protection-related emotions (quiescence and agitation); the opposite is true when consumers' protection goals are salient. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..
Year of publication: |
2005
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Authors: | Bosmans, Anick ; Baumgartner, Hans |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 32.2005, 3, p. 424-434
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Publisher: |
University of Chicago Press |
Saved in:
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