Goal-relevant Emotional information: When extraneous affect leads to persuasion and when it does not

Anick Bosmans, Johann Baumgartner

Research output: Contribution to journalArticle

42 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)424-434
Number of pages11
JournalJournal of Consumer Research
Volume32
Issue number3
DOIs
StatePublished - Dec 1 2005

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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