IDEAS home Printed from https://ideas.repec.org/a/eph/journl/v7y2012i2n1.html
   My bibliography  Save this article

The role of emotions and cognitions in post-trial product attitudes: assessing the effects of attribute information for hedonic and utilitarian products

Author

Listed:
  • Camelia MICU

    (Fairfield University)

Abstract

This research investigates the role of emotional responses and cognitive structures in attitude formation from product trial experience of hedonic versus utilitarian products, when trial is preceded by different attribute information. The results indicate that, for utilitarian products, cognitive responses and pleasure play an important and distinctive role in posttrial attitude formation, whether search or experience attribute information is provided before trial. For hedonic products, providing search (vs. experience) attribute information prior to trial results in differential effects of emotions and cognitions on attitude formation. Specifically, when search attribute information is included in pre-trial advertisements, cognition and pleasure are significant antecedents of post-trial attitude formation. However, when experience attribute information is provided before trial experience, only emotions (pleasure and arousal), but not cognitions, have a significant effect on post-trial product attitudes. Theoretical and managerial implications of the study are provided.

Suggested Citation

  • Camelia MICU, 2012. "The role of emotions and cognitions in post-trial product attitudes: assessing the effects of attribute information for hedonic and utilitarian products," Management & Marketing, Economic Publishing House, vol. 7(2), Summer.
  • Handle: RePEc:eph:journl:v:7:y:2012:i:2:n:1
    as

    Download full text from publisher

    File URL: http://www.managementmarketing.ro/pdf/articole/262.pdf
    Download Restriction: no

    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:eph:journl:v:7:y:2012:i:2:n:1. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache). General contact details of provider: .

    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.

    We have no references for this item. You can help adding them by using 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.