IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v75y2017icp108-117.html

Do mind and body agree? Unconscious versus conscious arousal in product attitude formation

Author

Listed:
  • Bettiga, Debora
  • Lamberti, Lucio
  • Noci, Giuliano

Abstract

Marketing research addressing the role of arousal in attitude formation and change mostly looks at arousal as a merely conscious emotion. However, a substantial body of research, in cognitive psychology and neuroscience, now offers insights on the implicit, subliminal reactions of individuals to external stimuli, sustaining that unconscious emotions may drive to different attitudinal responses. Following a conceptualization of conscious and unconscious arousal and its influence on product attitude formation, this study provides empirical evidence of the hypothesised relationships through a laboratory experiment on 160 subjects. By employing electrodermal activity, a physiological measure, to assess unconscious arousal and self-reported scales to assess conscious arousal, the study reveals that conscious and unconscious arousal are two independent emotional responses and they influence attitude toward the product differently. The study extends theory on emotions and provides an initial step toward using physiological measures to evaluate consumer emotional response to new products.

Suggested Citation

  • Bettiga, Debora & Lamberti, Lucio & Noci, Giuliano, 2017. "Do mind and body agree? Unconscious versus conscious arousal in product attitude formation," Journal of Business Research, Elsevier, vol. 75(C), pages 108-117.
    • Handle: RePEc:eee:jbrese:v:75:y:2017:i:c:p:108-117
    DOI: 10.1016/j.jbusres.2017.02.008
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296317300553
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2017.02.008?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    2. Malhotra, Naresh K., 2005. "Attitude and affect: new frontiers of research in the 21st century," Journal of Business Research, Elsevier, vol. 58(4), pages 477-482, April.
    3. Deighton, John, 1984. "The Interaction of Advertising and Evidence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(3), pages 763-770, December.
    4. Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
    5. Ward, James C. & Barnes, John W., 2001. "Control and affect: the influence of feeling in control of the retail environment on affect, involvement, attitude, and behavior," Journal of Business Research, Elsevier, vol. 54(2), pages 139-144, November.
    6. Mano, Haim & Oliver, Richard L, 1993. "Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 451-466, December.
    7. Tenenhaus, Michel & Vinzi, Vincenzo Esposito & Chatelin, Yves-Marie & Lauro, Carlo, 2005. "PLS path modeling," Computational Statistics & Data Analysis, Elsevier, vol. 48(1), pages 159-205, January.
    8. Havlena, William J & Holbrook, Morris B, 1986. "The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(3), pages 394-404, December.
    9. Hoch, Stephen J & Ha, Young-Won, 1986. "Consumer Learning: Advertising and the Ambiguity of Product Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 221-233, September.
    10. Gardner, Meryl Paula, 1985. "Mood States and Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 281-300, December.
    11. Allen, Chris T. & Machleit, Karen A. & Kleine, Susan Schultz & Notani, Arti Sahni, 2005. "A place for emotion in attitude models," Journal of Business Research, Elsevier, vol. 58(4), pages 494-499, April.
    12. Joann Peck & Suzanne B. Shu, 2009. "The Effect of Mere Touch on Perceived Ownership," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 434-447.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ai-Yun Hsieh & Shao-Kang Lo & Yujong Hwang, 2024. "Making customers more likely to come back: the role of background colour in triggering arousal to influence memory, attitude, and patronage intention," Electronic Commerce Research, Springer, vol. 24(3), pages 2045-2064, September.
    2. Bambauer-Sachse, Silke & Heinzle, Priska, 2018. "Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 82-90.
    3. Gountas, John & Gountas, Sandra & Ciorciari, Joseph & Sharma, Piyush, 2019. "Looking beyond traditional measures of advertising impact: Using neuroscientific methods to evaluate social marketing messages," Journal of Business Research, Elsevier, vol. 105(C), pages 121-135.
    4. Haase, Janina & Wiedmann, Klaus-Peter, 2020. "The implicit sensory association test (ISAT): A measurement approach for sensory perception," Journal of Business Research, Elsevier, vol. 109(C), pages 236-245.
    5. Rickly, Jillian & Canavan, Brendan, 2024. "The emergence of authenticity: Phases of tourist experience," Annals of Tourism Research, Elsevier, vol. 109(C).
    6. Caruelle, Delphine & Shams, Poja & Gustafsson, Anders & Lervik-Olsen, Line, 2024. "Emotional arousal in customer experience: A dynamic view," Journal of Business Research, Elsevier, vol. 170(C).
    7. Caruelle, Delphine & Gustafsson, Anders & Shams, Poja & Lervik-Olsen, Line, 2019. "The use of electrodermal activity (EDA) measurement to understand consumer emotions – A literature review and a call for action," Journal of Business Research, Elsevier, vol. 104(C), pages 146-160.
    8. Xianfeng Zhang & Yuxue Shi & Ting (Tina) Li & Yuxian Guan & Xinlei Cui, 2024. "How Do Virtual AI Streamers Influence Viewers’ Livestream Shopping Behavior? The Effects of Persuasive Factors and the Mediating Role of Arousal," Information Systems Frontiers, Springer, vol. 26(5), pages 1803-1834, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zha, Dongmei & Marvi, Reza & Foroudi, Pantea, 2023. "Synthesizing the customer experience concept: A multimodularity approach," Journal of Business Research, Elsevier, vol. 167(C).
    2. Maria Pollai & Erik Hoelzl & Flavia Possas, 2010. "Consumption-related emotions over time: Fit between prediction and experience," Marketing Letters, Springer, vol. 21(4), pages 397-411, December.
    3. Hilke Plassmann & Peter Kenning & Michael Deppe & Harald Kugel & Wolfram Schwindt, 2005. "Neural correlates of the affect heuristic during brand choice," Experimental 0509004, University Library of Munich, Germany.
    4. Luomala, Harri T. & Laaksonen, Martti, 1997. "Mood-regulatory self-gifts: Development of a conceptual framework," Journal of Economic Psychology, Elsevier, vol. 18(4), pages 407-434, June.
    5. Jones, Michael A. & Reynolds, Kristy E. & Arnold, Mark J., 2006. "Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes," Journal of Business Research, Elsevier, vol. 59(9), pages 974-981, September.
    6. Alzayat, Ayman & Lee, Seung Hwan (Mark), 2021. "Virtual products as an extension of my body: Exploring hedonic and utilitarian shopping value in a virtual reality retail environment," Journal of Business Research, Elsevier, vol. 130(C), pages 348-363.
    7. Wei, Yujie & Donthu, Naveen & Bernhardt, Kenneth L., 2013. "Effects of cognitive age, dispositional time perceptions, and time view manipulations on product attribute evaluations," Journal of Business Research, Elsevier, vol. 66(11), pages 2171-2177.
    8. Mukhopadhyay, Soumya & Vijayalakshmi, Akshaya & Jain, Shailendra P., 2023. "Understanding consumers in-store behavior: The dual role of episode-specific motive adjustment and motive selection," Journal of Retailing, Elsevier, vol. 99(3), pages 460-479.
    9. Loef, J. & Antonides, G. & van Raaij, W.F., 2001. "The Effectiveness of Advertising Matching Purchase Motivation," ERIM Report Series Research in Management ERS-2001-65-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    10. Wu, Jiebing & Guo, Bin & Shi, Yongjiang, 2013. "Customer knowledge management and IT-enabled business model innovation: A conceptual framework and a case study from China," European Management Journal, Elsevier, vol. 31(4), pages 359-372.
    11. Candi, Marina & Jae, Haeran & Makarem, Suzanne & Mohan, Mayoor, 2017. "Consumer responses to functional, aesthetic and symbolic product design in online reviews," Journal of Business Research, Elsevier, vol. 81(C), pages 31-39.
    12. Chang, En-Chung & Lv, Yilin & Chou, Ting-Jui & He, Qingwen & Song, Zhuozhao, 2014. "Now or later: Delay's effects on post-consumption emotions and consumer loyalty," Journal of Business Research, Elsevier, vol. 67(7), pages 1368-1375.
    13. Ben Mimoun, Mohammed Slim & Poncin, Ingrid, 2015. "A valued agent: How ECAs affect website customers' satisfaction and behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 70-82.
    14. Lacœuilhe, Jérôme & Louis, Didier & Lombart, Cindy, 2017. "Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 43-53.
    15. Pennings, J.S.J. & van Kranenburg, H.L. & Hagedoorn, J., 2005. "Past, present and future of the telecommunications industry," Research Memorandum 016, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    16. Imran Khan & Mobin Fatma, 2022. "Using Netnography to Understand Customer Experience towards Hotel Brands," Sustainability, MDPI, vol. 15(1), pages 1-11, December.
    17. Park, Joohyung & Ha, Sejin, 2016. "Co-creation of service recovery: Utilitarian and hedonic value and post-recovery responses," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 310-316.
    18. Dennis, Charles & Joško Brakus, J. & Gupta, Suraksha & Alamanos, Eleftherios, 2014. "The effect of digital signage on shoppers' behavior: The role of the evoked experience," Journal of Business Research, Elsevier, vol. 67(11), pages 2250-2257.
    19. Kim, Hee Jin & Song, Hayeon, 2020. "Effort justification for fun activities?: The effect of location-based mobile coupons using games," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    20. Babin, Barry J. & Griffin, Mitch, 1998. "The nature of satisfaction: An updated examination and analysis," Journal of Business Research, Elsevier, vol. 41(2), pages 127-136, February.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:75:y:2017:i:c:p:108-117. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.