Hedonic Intensity of Disappointment and Elation

Abstract

This research is an investigation of the hedonic intensities of elation and disappointment following the outcomes of risky gambles using two principles: disappointment aversion and the principle of limited emotion processing. Disappointment aversion implies a stronger impact of disappointment compared with elation; the principle of limited emotion processing predicts a smaller impact of elation if it occurs with a real gain, and a smaller impact of disappointment if it occurs with a real loss. Both principles support each other in the gain domain but operate against each other in the loss domain. It was predicted that disappointment would outweigh elation in the gain domain. For the loss domain, this question was left open to empirical scrutiny. Participants were provided with hypothetical gambles and were required to imagine having won, not won, lost, or not lost, money. Results supported the prediction for the gain domain; mixed results emerged for the loss domain. The model adds to the understanding of the cognitive and emotional processes following the outcomes of risky events.

Outlet mall shoppers' intentions to purchase apparel: A dual-process perspective

“…A euphoric feeling, elation reflects the value of an anticipated transaction (Brandstatter and Kriz, 2001); in this sense, consumers derive transaction value prior to the actual purchase. When outcomes are less than certain, decision makers' anticipated positive emotions may direct their choices (Mellers et al, 1997).…”

“…Anticipated elation. Described as a euphoric positive emotion used to assess the value of a projected transaction (Brandstatter and Kriz, 2001), anticipated elation was measured with an adaptation of the six-item gambling-context scale in Sierra and Hyman (2009) (which also relied on a seven-point Likert-type response set). (2001) evaluated the general attitudes or internal assessments (Mitchell and Olson, 1981) about an advertised brand.…”

Explaining NFL fans' purchase intentions for revered and reviled teams: A dual-process perspective

“…For example, future research could explore effects of demographic factors such as family life cycle, fantasy football participation (Drayer et al, 2010), or athletic involvement (current or former) on sport-related purchase intentions. Additional psychographic determinants of sport purchase intentions could be examined, including fan intensity (casual vs. avid), anticipated elation about team success (Brandstatter and Kriz, 2001), and team brand association . The situational context may also play a role in fans' behavioral response to sports and teams.…”

An Examination of Emotional Information Management in Gift Giving and Receipt

“…The actual purchase of the gift may be the moment of truth for donors in the gestation period for gifts to romantic partners. If the buyer is sure they have picked the right or perfect gift, their expected emotions should reflect value perceived in the transaction, in this case, euphoria or elation (Brandstatter & Kriz, ). Leaning on the gambling context‐linked anticipated elation scale used in Sierra and Hyman (), four items were used to evaluate Ant EL , such as When I purchased the gift I hoped they would be extremely pleased and When I purchased the gift I felt they would be ecstatic with my choice .…”