Understanding Consumer Evaluations of Mixed Affective Experiences

Loraine Lau-Gesk

Journal of Consumer Research, 2005, vol. 32, issue 1, 23-28

Abstract: This research examines the influence of final trend, temporal proximity, and source similarity on consumers' overall retrospective evaluations of sequential mixed affective experiences comprised of positive, negative, and neutral affective responses. Findings from the first experiment indicate that when consumers make comparisons based on similarities among affective responses, evaluations tend to be influenced by final trend. In contrast, when consumers make comparisons based on differences, temporal proximity influences evaluations. A second experiment shows that novelty of the experience attenuates these effects. This research is discussed in view of research on sequential single as well as simultaneous mixed affective experiences. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2005
References: Add references at CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
http://dx.doi.org/10.1086/429598 link to full text (text/html)
Access to full text is restricted to subscribers.

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:oup:jconrs:v:32:y:2005:i:1:p:23-28

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().