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The multiple influences of mixed emo...

Hong, Jiewen.

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The multiple influences of mixed emotions on consumer judgment and choice.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	The multiple influences of mixed emotions on consumer judgment and choice./
作者:	Hong, Jiewen.
面頁冊數:	133 p.
附註:	Adviser: Angela Y. Lee.
Contained By:	Dissertation Abstracts International69-03A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3303690
ISBN:	9780549503781

The multiple influences of mixed emotions on consumer judgment and choice.
Hong, Jiewen.

The multiple influences of mixed emotions on consumer judgment and choice. - 133 p.

Adviser: Angela Y. Lee.

Thesis (Ph.D.)--Northwestern University, 2008.

Mixed emotions, defined as the experience of having positive and negative emotions concurrently, can occur in a variety of consumer contexts, ranging from common consumption episodes to important life events. However, while there have been many studies demonstrating the occurrence of mixed emotions, little is known about the downstream consequences of mixed emotions. In this dissertation, I propose to add to this literature by examining the influence of mixed emotions on consumer judgment and choice. Prior research suggests that the experience of mixed emotions leads to a feeling of discomfort, which in turns leads to less favorable attitudes toward mixed emotions appeals. Based on this finding, I propose that construal level, defined as how abstractly or concretely people represent information in memory, may differentially impact consumers' responses to mixed emotions appeals. For people who construe events at a concrete level, mixed emotions would lead to greater discomfort and consequently less favorable attitude toward mixed emotions appeals. In contrast, for people who construe events at an abstract level, they would not experience much discomfort and hence would find mixed emotions appeals more persuasive. I further propose that the moderating roles of age and culture on consumers' attitude toward mixed emotions appeals documented in prior research are driven by the chronic construal level associated with one's age and cultural background. Furthermore, I examine the influence of mixed emotions on consumer choice, and specifically, in the context of variety seeking. Building on the literature of affect-as-information and affect-regulation, I propose that mixed emotions can exert differential influences on variety seeking depending on whether people experiencing mixed emotions focus more on regulating their affect or on the informational value of mixed emotions. Specifically, as a source of information, mixed emotions can signal to people that they have multiple goals and thus broaden their scope of consideration, which would lead to more variety seeking. However, when people are motivated to regulate the discomfort from mixed emotions, they tend to narrow their scope of consideration, which is manifested as seeking less variety. Results from eight studies provide support for these predictions.

ISBN: 9780549503781Subjects--Topical Terms:

1017573
Business Administration, Marketing.

The multiple influences of mixed emotions on consumer judgment and choice.
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502 $a Thesis (Ph.D.)--Northwestern University, 2008.
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