Investigation of emotional responses to an unexpected price

Miyuri Shirai

Australasian marketing journal, 2009, vol. 17, issue 1, 2-8

Abstract: This article investigates the emotions elicited from observing unexpectedly high or low prices, and how such emotions relate to purchase intentions. The experiment conducted to analyze these issues found that neutral emotions, surprised and amazed, were strongly elicited in both types of experiences. Among the various emotions elicited, discontented, depressed, and frustrated were felt strongly in the negative experience and pleased, excited, enthusiastic, contented, and thrilled were felt strongly in the positive experience. Moreover, most emotions were found to be the mediators of the effect of the price experience on purchase intentions. A structure for the unexpected price emotions was then investigated and found to be much simpler compared to that of consumption emotions presented by Richins [Richins, M.L., 1997. Measuring emotions in the consumption experience. Journal of Consumer Research 24 (9), 127–146].

Keywords: Emotions; Price response; Consumer behavior (search for similar items in EconPapers)
Date: 2009
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1441358209000032
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:17:y:2009:i:1:p:2-8

DOI: 10.1016/j.ausmj.2009.01.004

Access Statistics for this article

Australasian marketing journal is currently edited by Roger Marshall

More articles in Australasian marketing journal from Elsevier
Bibliographic data for series maintained by Catherine Liu ().