When do consumers indulge in luxury? Emotional certainty signals when to indulge to regulate affect
Current theorizing suggests that the valence of an affective state alone cannot explain indulgent consumption but that this is contingent on whether indulging can improve a negative state or will not hurt a positive state. This research shows that when an emotion is associated with the appraisal of uncertainty (certainty), consumers infer that their affective state can (cannot) change. As a result, people in a negative affective state will indulge more when their affect is associated with uncertainty because indulging can help repair the negative state, but people in a positive affective state will indulge more when their affective state is associated with certainty because indulging will not hurt their positive state. Reconciling earlier research reporting apparently inconsistent results linking emotional valence, affect regulation, and indulgence, these findings suggest that the certainty appraisal of specific emotions is important in predicting indulgent consumption to regulate one’s affect. Implications are discussed.
|Date of creation:||22 Oct 2012|
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- Suresh Ramanathan & Patti Williams, 2007. "Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions," Journal of Consumer Research, Oxford University Press, vol. 34(2), pages 212-223, 05.
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- Eduardo B. Andrade, 2005. "Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms," Journal of Consumer Research, Oxford University Press, vol. 32(3), pages 355-362, December.
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