您的感觉如何?偶然情绪的确定性-不确定性评价对消费者情绪预测误差的影响

IF 4.4 3区 管理学 Q2 BUSINESS
Athanasios Polyportis, Flora Kokkinaki
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引用次数: 0

摘要

消费者经常会预测他们的选择在未来的消费环境中会给他们带来怎样的感受。在这种情感预测过程中,一个可能的影响因素就是消费者当前的情绪状态。尽管附带情绪对消费者决策的影响已得到公认,但对附带情绪对情感预测的影响的研究还很有限。本研究旨在帮助人们理解确定性-不确定性作为附带情绪的一个关键评价维度对情感预测过程和结果的影响。四项实验研究的结果表明,与体验确定性情绪(如愤怒和快乐)相比,在情感预测过程中体验与不确定性相关的附带情绪(如恐惧和希望)会导致较小的预测误差。此外,作为确定性与不确定性评价的结果,启发式处理在确定性-不确定性对预测误差的影响中起着中介作用。本研究结果扩展了确定性-不确定性评价在消费者情感预测中的作用,并阐明了偶然情绪对决策的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

How do you happen to feel? The effect of certainty–uncertainty appraisals of incidental emotions on consumer affective forecasting error

How do you happen to feel? The effect of certainty–uncertainty appraisals of incidental emotions on consumer affective forecasting error

Consumers frequently forecast how their choices will make them feel in future consumption situations. One possible influence during such affective forecasting is their current emotional state. Although the impact of incidental emotions on consumer decision making is well established, limited research has examined the impact of incidental emotions on affective forecasting. The purpose of the present research is to contribute to the understanding of the effects of certainty–uncertainty, as a key appraisal dimension of incidental emotions, on the process and outcome of affective forecasting. The results of four experimental studies demonstrate that experiencing uncertainty associated incidental emotions, such as fear and hope, during affective forecasting, leads to smaller forecasting error compared with experiencing certainty emotions, such as anger and happiness. Furthermore, heuristic processing, as a result of the certainty versus uncertainty appraisals, plays a mediating role in the effect of certainty–uncertainty on forecasting error. The findings of the present research extend the effects of the certainty–uncertainty appraisals in the context of consumer affective forecasting and elucidate the impact of incidental emotions on decision making.

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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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