The Influence of Positive Mood on Brand Extension Evaluations

Barone, Michael J.; Miniard, Paul W.; Romeo, Jean B.

doi:10.1086/209570

Cited by 222 publications

(192 citation statements)

References 43 publications

(53 reference statements)

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“…This coincides with Barone Miniard & Romeo (2000), who pointed out that positive emotions would encourage consumers to show diverse exploratory behaviors like extensive information search. Such exploratory behavior of information search represents a key form of customer participation.…”

Section: Resultssupporting

confidence: 80%

“…With regard to consumers' decision-making behavior, Barone and Romeo (2000) believed that positive emotions could encourage consumers to show diverse exploratory behaviour like extensive information searching, while Chuang Kung and Sun (2008) concluded that participants under negative affects show more exploratory behaviour. Individuals in positive emotions are more prudent in making investment decisions (Nygren, 1996), while those suffering negative emotions are prone to take risks (Isen and Partrick, 1983).…”

Section: Research On Emotion Classificationmentioning

confidence: 99%

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Impact of Buyers' Emotions on Perceived Behavioral Control

Tian¹

2018

BMR

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This study focuses on how emotions of different types affect perceived behavioral control (PBC), which, by referencing to service marketing and organizational behavior theory, is divided into three aspects: perceived participation (PP), perceived risk (PR), and perceived organizational support (POS) here. To explore how different types of emotions affect these three variables respectively, subjects' emotions are controlled through experiment. Results reveal that the type of emotion has significant influence on the three variable values. Positive emotion parallels the highest PP and POS values, while neutral emotion comes with the lowest PR value.Keywords: emotion, perceived participation, perceived risk, perceived organizational support Research QuestionChina is becoming the world's most promising market thanks to an enormous population and expanding purchasing power. To tap the full potential of this huge market requires intensive study of Chinese consumers. Stimulating consumption and fueling domestic demand are now key drivers of China's GDP growth.PBC refers to people's perceptions of their ability to perform a given behavior. Drawing an analogy to the expectancy-value model of attitude PBC, as most scholars believe, can accurately predict the purchase intention of buyers (Ajzen, 1991;Hui & Bateson, 1991;Notani Notani, 1998;Kidwell and Jewell, 2003). There is plenty of research on emotions and consumers' purchase decisions, while few researcher turn their eyes tot how do emotions impact the decision making process. This thesis presents three PBC variables: PP, PR, and POS by referencing the study of emotion and consumer behaviors in service marketing theory and social psychology, and explores different values of the variables changing to emotions of varying types. Literature Review EmotionsResearch and literature related to emotions are already in massive number. How the complex-by-nature emotions are defined and understood, however, varies among scholars from different fields and different perspectives. James (1890) defined emotion as "adaptive behavior and physiological tendency" from the perspective of response tendency; Leeper (1948) "takes emotions to act essentially as motives, pervading and organizing behavior"; Lazarus (1984) defines, from interaction with environment, emotion as "an physiological and psychological responses to good or bad information in the present situation"; Campos focused on the relation between emotions and stimulus, and characterized emotions as "processes of establishing, maintaining, and disrupting the relations between the person and the internal or external environment, when such relations are significant to the individual". Emotions, as widely recognized by Chinese scholars, refer to people's attitudes, experience, and behavior actions to objective entities, thus a complicate mix of emotional experience, emotional behaviors, emotional arousal, and perception of emotional stimulation.Emotion evoking is a must to explore emotions, intentions and behaviors. Li Xiaobi...

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Section: Resultssupporting

confidence: 80%

Section: Research On Emotion Classificationmentioning

confidence: 99%

Impact of Buyers' Emotions on Perceived Behavioral Control

Tian¹

2018

BMR

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“…In a debated study, Gorn (1982) also observed that people who had seen a pen advertised while pleasant music was playing in the background were more likely to choose this pen than people who had seen the same pen advertised with unpleasant music playing in the background. Similar congruency effects of incidental affect have been observed on a variety of other evaluative and behavioral responses, including judgments of life satisfaction (e.g., Schwarz & Clore, 1983), evaluations of brand extensions (Barone, 2005;Barone, Miniard, & Romeo, 2000;Yeung & Wyer, 2005), evaluations of political candidates , judgments of perceived risks (Johnson & Tversky, 1983), and decisions about future consumption episodes (e.g., Gilbert, Gill, & Wilson, 2002;Pham, 1998).…”

Section: Congruency Effects Of Mood and Other Forms Of Incidental Affectmentioning

confidence: 57%

“…In the first study, participants might be exposed, for instance, to false positive or negative performance feedback (Barone, Miniard, & Romeo, 2000;Swinyard, 1993), cheerful or depressing movies ( Andrade, 2005;Cohen & Andrade, 2004), pleasant or 7 unpleasant music (Gorn, Goldberg, & Basu, 1993), positive or negative affective self-referential statements such as the Velten procedure (Velten, 1968), and unexpected gifts (Barone, Miniard, & Romeo, 2000;Isen & Simmonds, 1978). Alternatively, participants may be asked to recall and describe an affectively-charged experience in writing (Pham, 1998).…”

Section: Experimental Manipulation Of Affective Statesmentioning

confidence: 99%

“…Most consumer research on affect deals with moods (e.g., Barone, Miniard, & Romeo, 2000;Cohen & Andrade, 2004;Gorn, Goldberg, & Basu, 1993;Pham, 1998) although there has been growing interest in the study of specific emotions (e.g., Lerner, Small, & Loewenstein, 2004;Raghunathan & Pham, 1999;Raghunathan, Pham, & Corfman, 2006). Moods are usually thought of as low intensity and diffuse affective states that generally lack source identification.…”

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confidence: 99%

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The Nature and Role of Affect in Consumer Behavior

Cohen

Pham

Andrade

Handbook of Consumer Psychology

233

287

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research in consumer behavior dealing with affect has exploded, making it one of the field's central research topics. Within psychology more generally, Schimmack and Crites (2005) located 923 references to affect between 1960 and 1980 and 4,170 between 1980 and 2000. Since research on affect has become more specialized, this chapter will concentrate on the various ways affect influences judgment and choice rather than on broader and historical perspectives.These will include the role of affect in information retrieval, differential processing of affectively colored information (including the role of affect in strengthening mental associations and memory consolidation), how and when affect provides information that influences judgments and decisions, and the motivational role of affect in guiding behavior and signaling the need for changes in vigilance, intensity, and direction. We begin, however, with some essential definitions. THE NATURE AND STRUCTURE OF AFFECT On Affect: Feelings, Emotions, and Moods What Affect MeansThere is still some carryover from the use of the term "affect" to also refer to what is, in essence, the evaluative aspect of attitudes. This stems from the classic tri-partite depiction of attitudes: cognitive, affective, and conative (see Eagly & Chaiken, 1993) and a failure to adequately differentiate between evaluative measures (e.g., favorable/unfavorable) and antecedent or subsequent processes, which might be feeling-based. Consistent with most recent 3 scholarly discussions, we reserve the term "affect" to describe an internal feeling state. One's explicit or implicit "liking" for some object, person, or position is viewed as an evaluative judgment rather than an internal feeling state. As Russell and Carroll (1999a) put it:"By affect, we have in mind genuine subjective feelings and moods (as when someone says, 'I'm feeling sad'), rather than thoughts about specific objects or events (as when someone calmly says, 'The crusades were a sad chapter in human history')." This chapter maintains the separation of affect as a feeling state that is distinct from either liking or purely descriptive cognition. So when we use the term "affect" to describe stimuli, internal and overt responses, it is only in relation to evoked feeling states. Imagine, in contrast, an advertisement whose words or images connote a happy (i.e., successful) outcome.Affective processes cannot merely be assumed. Alternative explanations (e.g., the advertised product seems likely to produce favorable outcomes) for so-called "affective" influences on subsequent evaluations and behavior must be ruled out before implicating affect. These include semantically associated changes in object meaning or construct accessibility.This definition also raises both philosophical and empirical questions about whether such a feeling state must be consciously experienced or whether we can be unaware that we are experiencing affect. Research where subliminally presented smiling or frowning faces were used to prime affect (outside of awarenes...

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Using eye movements during reading as an implicit measure of the acceptability of brand extensions

Stewart

Pickering

Sturt

2004

Applied Cognitive Psychology

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We apply eye movement monitoring techniques to examine how acceptable consumers find different brand extensions. Participants were presented with sentences (e.g. I wanted to record a song on Polaroid, but it cost too much.) which could only be fully understood if they made an inference that was based on extending the meaning associated with the brand name. By building on work on the processing of metonymic expressions (Frisson & Pickering, 1999) we predict that plausible brand extensions will cause little difficulty during initial reading, but that implausible extensions will cause immediate disruption. Analyses of the eye-tracking data confirmed these predictions. Plausible extensions led to minor reading difficulty during late processing of the sentence, which we interpret in terms of the construction of a new interpretation associated with the brand. Implausible extensions, in contrast, caused immediate disruption, which we interpret in terms of the difficulty of providing a coherent interpretation for the term.

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The Influence of Positive Mood on Brand Extension Evaluations

Cited by 222 publications

References 43 publications

Impact of Buyers' Emotions on Perceived Behavioral Control

Impact of Buyers' Emotions on Perceived Behavioral Control

The Nature and Role of Affect in Consumer Behavior

Using eye movements during reading as an implicit measure of the acceptability of brand extensions

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