When Feelings Influence Product Evaluations (and When They Do Not): Discrete-Affect- Validation and the Role of Consumption Motives

Bosmans, Anick; Baumgartner, Hans
January 2005
Advances in Consumer Research;2005, Vol. 32 Issue 1, p102
Academic Journal
This article focuses on the role of consumption motives. It is claimed that reliance on extraneous feelings during the formation of product evaluation is conditional upon these discrete feelings' match with consumers' current consumption motives. It is assumed that specific consumption motives are associated with a specific set of affective expectations. Therefore, discrete extraneous feelings should be more valid and informative when they match with motive-related affective expectations, resulting in more positive product evaluations.


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