The role of consumer affective state in product attribute evaluation

Piotr Gaczek


In 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.
Author Piotr Gaczek (WZ / KSM)
Piotr Gaczek,,
- Department of Marketing Strategies
Publication size in sheets0.75
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 Polishemocje; podejmowanie decyzji; ekonomia behawioralna; atrybuty produktu; utylitarne i hedonistyczne atrybuty
Keywords in Englishconsumer decision-making; emotions; product attribute; attribute weighting; attribute evaluation
Languageen angielski
Score (nominal)20
Score sourcepublisherList
ScoreMinisterial score = 20.0, 28-04-2020, MonographChapterAuthor
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