The role of consumer affective state in product attribute evaluation
AbstractIn this paper, the Author investigates how positive and negative emotions shape evaluation of hedonic and utilitarian product attributes. It is expected that consumers in positive affective state evaluate hedonic attribute as more attractive while consumers in negative affective state evaluate utilitarian attribute as more attractive. Main findings partly cover those assumptions. Statistical analysis revealed the effect of affective state only for participants experiencing negative emotions. That is, inducing negative affect resulted in more favourable appraisals of utilitarian attributes as well as giving more weight to product features from this category. The effect of positive affect was not statistically significant. However, participants in positive affect differed in their evaluations toward utilitarian and hedonic attributes. As expected, they perceived hedonic features as more attractive compared to utilitarian attributes.
|Publication size in sheets||0.75|
|Book||Białowąs Sylwester (eds.): Theoretical and Empirical Aspects of Economics, Management and Finance - 2018 collection, 2018, Uniwersytet Ekonomiczny w Poznaniu, Doctoral Seminars in English, Poznań University of Economics and Business, Poznań, ISBN 978-83-944645-2-3, 183 p.|
|Keywords in Polish||emocje; podejmowanie decyzji; ekonomia behawioralna; atrybuty produktu; utylitarne i hedonistyczne atrybuty|
|Keywords in English||consumer decision-making; emotions; product attribute; attribute weighting; attribute evaluation|
|Score||= 20.0, 28-04-2020, MonographChapterAuthor|
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