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Understanding Consumer Evaluations of Mixed Affective Experiences

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  • Loraine Lau-Gesk

Abstract

This research examines the influence of final trend, temporal proximity, and source similarity on consumers' overall retrospective evaluations of sequential mixed affective experiences comprised of positive, negative, and neutral affective responses. Findings from the first experiment indicate that when consumers make comparisons based on similarities among affective responses, evaluations tend to be influenced by final trend. In contrast, when consumers make comparisons based on differences, temporal proximity influences evaluations. A second experiment shows that novelty of the experience attenuates these effects. This research is discussed in view of research on sequential single as well as simultaneous mixed affective experiences. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

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  • Loraine Lau-Gesk, 2005. "Understanding Consumer Evaluations of Mixed Affective Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 23-28, June.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:1:p:23-28
    DOI: 10.1086/429598
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    Cited by:

    1. Cristel Russell & Dale Russell & Jill Klein, 2011. "Ambivalence toward a country and consumers’ willingness to buy emblematic brands: The differential predictive validity of objective and subjective ambivalence measures on behavior," Marketing Letters, Springer, vol. 22(4), pages 357-371, November.
    2. Homer, Pamela Miles, 2021. "When sadness and hope work to motivate charitable giving," Journal of Business Research, Elsevier, vol. 133(C), pages 420-431.
    3. Chatterjee, Subimal & Malshe, Ashwin Vinod & Heath, Timothy B., 2010. "The effect of mixed versus blocked sequencing of promotion and prevention features on brand evaluation: The moderating role of regulatory focus," Journal of Business Research, Elsevier, vol. 63(12), pages 1290-1294, December.
    4. Gianluigi Guido & Marco Pichierri & Giovanni Pino, 2018. "Place the good after the bad: effects of emotional shifts on consumer memory," Marketing Letters, Springer, vol. 29(1), pages 49-60, March.
    5. Nikolova, Milena S. & Hassan, Salah S., 2013. "Nation branding effects on retrospective global evaluation of past travel experiences," Journal of Business Research, Elsevier, vol. 66(6), pages 752-758.
    6. Aaker, Jennifer L. & Drolet, Aimee L. & Griffin, Dale, 2008. "Recalling Mixed Emotions," Research Papers 1913, Stanford University, Graduate School of Business.
    7. Lau-Gesk, Loraine & Mukherjee, Sayantani, 2017. "Coping with sequential conflicting emotional experiences," Journal of Business Research, Elsevier, vol. 73(C), pages 1-8.
    8. Doreen Kum & Yih Lee, 2011. "The joint effects of advertising and product trial: A source-monitoring perspective," Marketing Letters, Springer, vol. 22(3), pages 213-226, September.
    9. Hosany, Sameer & Prayag, Girish, 2013. "Patterns of tourists' emotional responses, satisfaction, and intention to recommend," Journal of Business Research, Elsevier, vol. 66(6), pages 730-737.

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