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Emotional Persuasion: When the Valence versus the Resource Demands of Emotions Influence Consumers' Attitudes

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  • Loraine Lau-Gesk
  • Joan Meyers-Levy

Abstract

Can properties of emotions other than valence influence consumers' responses to emotional ads? We show that consumers' processing motivation moderates whether their attitudes are based on the valence of or the resource demands imposed by the emotion featured in an ad. When motivation is low, consumers respond more favorably to positively versus negatively valenced emotional ads. However, when motivation is high, attitudes are more favorable when the magnitude of allocated resources matches that required to process the ad. Three studies identify three distinct properties of emotions (univalence, purity, and self-consciousness) that can influence the resource demands of an ad. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Loraine Lau-Gesk & Joan Meyers-Levy, 2009. "Emotional Persuasion: When the Valence versus the Resource Demands of Emotions Influence Consumers' Attitudes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(4), pages 585-599, December.
    • Handle: RePEc:oup:jconrs:v:36:y:2009:i:4:p:585-599
    DOI: 10.1086/605297
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    Cited by:

    1. Kramer, Thomas & Yucel-Aybat, Ozge & Lau-Gesk, Loraine, 2011. "The effect of schadenfreude on choice of conventional versus unconventional options," Organizational Behavior and Human Decision Processes, Elsevier, vol. 116(1), pages 140-147, September.
    2. Wagner Junior Ladeira & Rafael Mendes Lubeck & Clecio Falcao Araujo, 2013. "Consumption among Brazilian Women and the Role of Persuasion: An Analysis of Hedonic/Utilitarian Values in a Materialistic Scenario," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 4(2), pages 26-33, May.
    3. Belanche, Daniel & Flavián, Carlos & Pérez-Rueda, Alfredo, 2017. "Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 75-88.
    4. Homer, Pamela Miles, 2021. "When sadness and hope work to motivate charitable giving," Journal of Business Research, Elsevier, vol. 133(C), pages 420-431.
    5. Carol L. Esmark & Stephanie M. Noble, 2018. "Retail space invaders: when employees’ invasion of customer space increases purchase intentions," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 477-496, May.
    6. Saman Attiq & Ka Yin Chau & Shahid Bashir & Muhammad Danish Habib & Rauf I. Azam & Wing-Keung Wong, 2021. "Sustainability of Household Food Waste Reduction: A Fresh Insight on Youth’s Emotional and Cognitive Behaviors," IJERPH, MDPI, vol. 18(13), pages 1-23, June.
    7. Chia-Ying Li & Yu-Hui Fang, 2022. "Go Green, Go Social: Exploring the Antecedents of Pro-Environmental Behaviors in Social Networking Sites beyond Norm Activation Theory," IJERPH, MDPI, vol. 19(21), pages 1-25, November.
    8. Zablocki, Agnieszka & Makri, Katerina & Houston, Michael J., 2019. "Emotions Within Online Reviews and their Influence on Product Attitudes in Austria, USA and Thailand," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 20-39.
    9. Yang, Xi & Zhao, Quanwu & Sun, Heshan, 2022. "Seekers’ complaint behavior in crowdsourcing: An uncertainty perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    10. Jifeng Mu & Jonathan Zhang & Abhishek Borah & Jiayin Qi, 2022. "Creative Appeals in Firm-Generated Content and Product Performance," Information Systems Research, INFORMS, vol. 33(1), pages 18-42, March.
    11. Chung-Te Ting & Chi-Ming Hsieh & Hsiao-Ping Chang & Han-Shen Chen, 2019. "Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms," Sustainability, MDPI, vol. 11(3), pages 1-16, February.

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