By: |
Francine Espinoza Petersen (ESMT European School of Management and Technology) |
Abstract: |
Current theorizing suggests that the valence of an affective state alone
cannot explain indulgent consumption but that this is contingent on whether
indulging can improve a negative state or will not hurt a positive state. This
research shows that when an emotion is associated with the appraisal of
uncertainty (certainty), consumers infer that their affective state can
(cannot) change. As a result, people in a negative affective state will
indulge more when their affect is associated with uncertainty because
indulging can help repair the negative state, but people in a positive
affective state will indulge more when their affective state is associated
with certainty because indulging will not hurt their positive state.
Reconciling earlier research reporting apparently inconsistent results linking
emotional valence, affect regulation, and indulgence, these findings suggest
that the certainty appraisal of specific emotions is important in predicting
indulgent consumption to regulate one’s affect. Implications are discussed. |
Keywords: |
emotion, certainty, appraisal, affect regulation, indulgence, luxury consumption |
Date: |
2012–10–22 |
URL: |
http://d.repec.org/n?u=RePEc:esm:wpaper:esmt-12-06&r=neu |