The Influence of Anticipated Emotions on Consumer Decisions: Examining the Role of Product Type and Belief in Adaptation
- Resource Type
- Academic Journal
- Authors
- Pollai, Maria; Hoelzl, Erik; Hahn, Luise; Hahn, Alexandra
- Source
- Zeitschrift für Psychologie/Journal of Psychology. Jan 01, 2011 219(4):238-245
- Subject
- Language
- English
- ISSN
- 2190-8370
The present research examined variables moderating the influence of anticipated consumption-related emotions on consumer decisions. Two studies indicated that the intention to purchase a product and the intention to take out a loan were influenced by anticipated emotions. The influence of anticipated emotions was similar for hedonic and utilitarian products. However, the influence was reduced when a belief in adaptation to products was cued. Examining the specific circumstances under which consumers base their decisions on anticipated emotions is relevant for marketing and consumer advisory service.