Goal‐Relevant Emotional Information: When Extraneous Affect Leads to Persuasion and When It Does Not

We investigate how extraneous or incidental emotions influence product evaluations as a function of consumers’ salient goals. By manipulating specific emotions that correspond closely to two basic categories of human goals (achievement vs. protection), we extend affect‐as‐information theory and show...

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Bibliographic Details
Published in:The Journal of consumer research 2005-12, Vol.32 (3), p.424-434
Main Authors: Bosmans, Anick, Baumgartner, Hans
Format: Article
Language:English
Subjects:
Cheerfulness
Consumer behavior
Consumer motivation
Emotion
Emotion theories
Emotional expression
Emotional states
Emotions
Hypotheses
Impact analysis
Life events
Motivation
Objectives
Persuasion
Saliency
Studies
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Summary:We investigate how extraneous or incidental emotions influence product evaluations as a function of consumers’ salient goals. By manipulating specific emotions that correspond closely to two basic categories of human goals (achievement vs. protection), we extend affect‐as‐information theory and show that product judgments are a function not simply of the valence of extraneous emotions but also of the correspondence between specific emotions and salient goals. When consumers’ achievement goals are salient, achievement‐related emotions (cheerfulness and dejection) are more informative for evaluations than protection‐related emotions (quiescence and agitation); the opposite is true when consumers’ protection goals are salient.
ISSN:0093-5301
1537-5277
DOI:10.1086/497554