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A Comparison of Attitudes and Emotions as Predictors of Behavior at Diverse Levels of Behavioral Experience

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  • Allen, Chris T
  • Machleit, Karen A
  • Kleine, Susan Schultz

Abstract

This study examines individuals' reports about emotive experience vis-a-vis their attitudinal judgments as predictors of subsequent behavior. Hypotheses are developed around the general premise that emotional reports tap information with motivational implications that need not be integrated into attitude judgments and thus should supplement attitude in prediction. The hypotheses are tested with a unique data base that allows categorization of subjects on the basis of diverse levels of prior experience and features naturally occurring behavior over a 12-month period as the criterion variable. The data support the premise that emotional variables can serve as incremental predictors in instances in which situational pressures may inhibit formation of meaningful attitudes. Also, the data suggest that emotional reports may furnish some unique information about what perpetuates a behavior. Implications for further integration of emotional experience into consumer research are discussed. Copyright 1992 by the University of Chicago.

Suggested Citation

  • Allen, Chris T & Machleit, Karen A & Kleine, Susan Schultz, 1992. "A Comparison of Attitudes and Emotions as Predictors of Behavior at Diverse Levels of Behavioral Experience," Journal of Consumer Research, Oxford University Press, vol. 18(4), pages 493-504, March.
  • Handle: RePEc:oup:jconrs:v:18:y:1992:i:4:p:493-504
    DOI: 10.1086/209276
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    1. Ajitha, S. & Sivakumar, V.J., 2017. "Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 103-113.
    2. Won‐Moo Hur & Hanna Kim & Hyun Kyung Kim, 2018. "Does customer engagement in corporate social responsibility initiatives lead to customer citizenship behaviour? The mediating roles of customer‐company identification and affective commitment," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1258-1269, November.
    3. Makkar, Marian & Yap, Sheau-Fen, 2018. "Emotional experiences behind the pursuit of inconspicuous luxury," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 222-234.
    4. Lado, Nora & Ho, Han Chiang & Maydeu Olivares, Alberto & Césaroni, Fabrizio, 2011. "Understanding the role of attitude components in co-branding: an application to high-tech, luxury co-branded products," INDEM - Working Paper Business Economic Series id-11-01, Instituto para el Desarrollo Empresarial (INDEM).
    5. Desai, Kalpesh Kaushik & Mahajan, Vijay, 1998. "Strategic Role of Affect-Based Attitudes in the Acquisition, Development, and Retention of Customers," Journal of Business Research, Elsevier, vol. 42(3), pages 309-324, July.
    6. Erevelles, Sunil, 1998. "The Role of Affect in Marketing," Journal of Business Research, Elsevier, vol. 42(3), pages 199-215, July.
    7. Meyer, Tracy, 2008. "Experience-based aspects of shopping attitudes: The roles of norms and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 15(4), pages 324-333.
    8. Pullman, Madeleine E. & Granzin, Kent L. & Olsen, Janeen E., 1997. "The efficacy of cognition- and emotion-based "buy domestic" appeals: Conceptualization, empirical test, and managerial implications," International Business Review, Elsevier, vol. 6(3), pages 209-231, June.
    9. Anita Pansari & V. Kumar, 2017. "Customer engagement: the construct, antecedents, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 294-311, May.
    10. Min Hou & Zuohao Hu, 2013. "Patronage, only for happiness? ¨C An analysis on Coexistence of Multiple Consumption Emotions," Business and Management Research, Business and Management Research, Sciedu Press, vol. 2(1), pages 116-127, March.
    11. Holak, Susan L. & Havlena, William J., 1998. "Feelings, Fantasies, and Memories: An Examination of the Emotional Components of Nostalgia," Journal of Business Research, Elsevier, vol. 42(3), pages 217-226, July.
    12. Hendrik van Broekhuizen & Dieter von Fintel, 2010. "Who Responds to Voluntary Cognitive Tests in Household Surveys? The Role of Labour Market Status, Respondent Confidence, Motivation and a Culture of Learning in South Africa," Working Papers 27/2010, Stellenbosch University, Department of Economics.
    13. V. Kumar & Bharath Rajan & Shaphali Gupta & Ilaria Dalla Pozza, 2019. "Customer engagement in service," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 138-160, January.
    14. Chaudhuri, Arjun, 1997. "Consumption Emotion and Perceived Risk: A Macro-Analytic Approach," Journal of Business Research, Elsevier, vol. 39(2), pages 81-92, June.
    15. Beyza Gültekin, 2012. "The Influence of Hedonic Motives and Browsing On Impulse Buying," Journal of Economics and Behavioral Studies, AMH International, vol. 4(3), pages 180-189.
    16. Indre Pikturniene & Aiste Mackelaite, 2013. "Attitude Formation Towards Local And International Ecological Face And Body Care B.Nds Among Lithuanian Female Consumers," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 4(1).
    17. Zielke, Stephan, 2014. "Shopping in discount stores: The role of price-related attributions, emotions and value perception," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 327-338.
    18. Luzar, E. Jane & Cosse, Kelli J., 1998. "Willingness to pay or intention to pay: The attitude-behavior relationship in contingent valuation," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 27(3), pages 427-444.
    19. Sjöberg, Lennart & Engelberg, Elisabeth, 2005. "Lifestyles and consumer behavior," SSE/EFI Working Paper Series in Business Administration 2005:5, Stockholm School of Economics.
    20. Mindel Laar & Chris Neubourg, 2006. "Emotions and foreign direct investment: A theoretical and empirical exploration," Management International Review, Springer, vol. 46(2), pages 207-233, March.
    21. Hwang, Syjung & Kim, Jina & Park, Eunil & Kwon, Sang Jib, 2020. "Who will be your next customer: A machine learning approach to customer return visits in airline services," Journal of Business Research, Elsevier, vol. 121(C), pages 121-126.
    22. Babin, Barry J. & Darden, William R. & University, Louisiana State & Shreveport & Lousiana & Babin, Laurie A., 1998. "Negative Emotions in Marketing Research: Affect or Artifact?," Journal of Business Research, Elsevier, vol. 42(3), pages 271-285, July.
    23. Organ, Kate & Koenig-Lewis, Nicole & Palmer, Adrian & Probert, Jane, 2015. "Festivals as agents for behaviour change: A study of food festival engagement and subsequent food choices," Tourism Management, Elsevier, vol. 48(C), pages 84-99.
    24. Jeremy J. Sierra & Harry A. Taute, 2019. "Brand tribalism in technology and sport: determinants and outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 209-225, March.
    25. 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.

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