Future-Oriented Happiness: Its Nature and Role in Consumer Decision-Making for New Products (original) (raw)

Exploring the role of anticipated emotions in product adoption and usage

Journal of Consumer Marketing, 2018

Purpose This study aims to explore the role of positive and negative anticipated emotions on adoption and continued usage of consumer products. The components of value eliciting anticipated emotions are investigated as well. Design/methodology/approach The conceptual model proposed is tested in two empirical studies, one focussing on functional and hedonic products and one on incremental and radical product innovations. Data are collected through online surveys on consumers and are analysed using structural equation modelling. Findings Results confirm the ability of anticipated emotions to influence product decision-making process. Moreover, anticipated emotions mediate the influence of value perceptions on product attitude. Findings show that these relationships vary greatly between initial adoption and further usage of the product. Practical implications Findings from this study may help marketers in the development of the right brand strategies and communication campaigns, aimed ...

Structural Analysis of Affect in the Pre-purchase Context

Previous studies on consumption related affect did not identify specific components in the pre-purchase context. This article reviewed theoretical bases of affect and its relationship to product judgment and determined the components and structure of pre-purchase affect. Field studies were conducted to gather an initial list of affect experienced before purchasing "highinvolvement" products. An initial list of 94 pre-purchase affect was identified and trimmed down to 18 after further statistical analysis. A second study was conducted to determine the structure of the pre-purchase emotion set (PES) derived from the first study. Multidimensional scaling was used and four clusters of emotion were found labeled satisfaction, positive enthusiasm, optimism, and amazement. The same results were found using factor analysis. It was proposed that pre-purchase affect experience followed the human information processing model.

Development of a conceptual model of product emotion in the pre-purchase context

2005

Abstract A conceptual model of product emotion was developed considering the pre-purchase context. The main proposition of this model is that affect generated in the pre-purchase context is a result of product evaluation using consumergenerated criteria. The process starts when a consumer becomes interested in the distinctive, integrative and interactive features of a product. A survey was conducted to determine the criteria used by consumers when buying clothes, watches, and electronic products.

A Contemporary Framework for Emotions in Consumer Decision-Making: Moving Beyond Traditional Models

Traditional models of consumer decision-making are largely cognitive and sequential in nature. While there is some recognition of an emotional component in the decision-making process, traditional models assume emotions should be overcome, cognitive and affective processes and multiple emotions cannot exist simultaneously, and a dichotomy exists between satisfaction and emotion in consumer decision-making. This paper examines contemporary research that challenges traditional assumptions about the role of emotions in consumer decision-making and introduces the role of consumer emotional intelligence into the process. The discussion concludes with a look at the strategic and ethical implications for marketers.

Anticipated Emotions as Guides to Choice

Current Directions in Psychological Science, 2001

When making decisions, people often anticipate the emotions they might experience as a result of the outcomes of their choices. In the process, they simulate what life would be like with one outcome or another. We examine the anticipated and actual pleasure of outcomes and their relation to choices people make in laboratory studies and real-world studies. We offer a theory of anticipated pleasure that explains why the same outcome can lead to a wide range of emotional experiences. Finally, we show how anticipated pleasure relates to risky choice within the framework of subjective expected pleasure theory.

The role of emotions in marketing

Journal of The Academy of Marketing Science, 1999

Emotions are mental states of readiness that arise from appraisals of events or one’s own thoughts. In this article, the authors discuss the differentiation of emotions from affect, moods, and attitudes, and outline an appraisal theory of emotions. Next, various measurement issues are considered. This is followed by an analysis of the role of arousal in emotions. Emotions as markers, mediators, and moderators of consumer responses are then analyzed. The authors turn next to the influence of emotions on cognitive processes, which is followed by a study of the implications of emotions for volitions, goal-directed behavior, and decisions to help. Emotions and customer satisfaction are briefly explored, too. The article closes with a number of questions for future research.

Anticipated affect and behavioral choice

Basic and Applied Social Psychology, 1996

Most research on the impact of affect on attitudes and behavior emphasizes the effect of past and present affective reactions. In this article we focus on anticipated, postbehavioral, affective reactions. The influence of anticipated affective reactions on a number of behaviors was investigated in the context of Ajzen's theory of planned behavior . Results showed that anticipated affective reactions predicted behavioral intentions independent from general attitudes (evaluations) toward the behavior. As expected, anticipated affective reactions were more negative than attitudes toward the behavior for behaviors with negatively valued consequences and more positive for behaviors with positively valued consequences. Moreover, for three of the four investigated behaviors, anticipated affective reactions explained a significant proportion of variance in behavioral expectations, over and above the components of the theory of planned behavior. On average, behavioral expectations explained more than half of the variance in actual behavior, which was measured 4 weeks later. Implications of these findings for our understanding of the attitude concept, and more practical implications for behavioral change programs, are discussed.