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The Influence of Emotion on Risk Preference in Consumer Decision-Making and the Moderating Role of Information Processing Pathways

In: Proceedings of the 2024 3rd International Conference on Public Service, Economic Management and Sustainable Development (PESD 2024)

Author

Listed:
  • Wenhua Chen

    (Ningbo University of Finance & Economics)

Abstract

This study aims to investigate the influence of emotion on consumer risk preference and to analyze the moderating role of information processing pathways in this relationship. Through experimental design, participants were first induced into positive or negative emotional states, and then engaged in risk decision-making tasks under different information processing conditions. The results indicate that positive emotions significantly enhance participants’ risk preference, while negative emotions lead participants to favor risk avoidance. Additionally, information processing pathways play a crucial moderating role in the relationship between emotion and risk preference: central processing reduces the impact of emotion on risk decisions, whereas peripheral processing amplifies the emotional effect. The findings of this study offer new insights into the role of emotion in decision-making processes and have important practical implications for marketing strategies, public policy formulation, and consumer behavior management. The study also discusses its limitations and suggests directions for future research.

Suggested Citation

  • Wenhua Chen, 2024. "The Influence of Emotion on Risk Preference in Consumer Decision-Making and the Moderating Role of Information Processing Pathways," Advances in Economics, Business and Management Research, in: Qiujing Wu & Songsong Liu & Guoliang Wang & Jia Li (ed.), Proceedings of the 2024 3rd International Conference on Public Service, Economic Management and Sustainable Development (PESD 2024), pages 304-311, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-598-0_31
    DOI: 10.2991/978-94-6463-598-0_31
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