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

Anick Bosmans and Hans Baumgartner

Journal of Consumer Research, 2005, vol. 32, issue 3, 424-434

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. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:32:y:2005:i:3:p:424-434

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