Tempted or Not? The Effect of Recent Purchase History on Responses to Affective Advertising

Dados Bibliográficos

ID7842606
AutoresAnirban Mukhopadhyay (0000-0002-9260-3583, Hong Kong University of Science and Technology), Gita Venkataramani Johar (0000-0003-2643-5507)
Ano2007
Volume33
Fascículo4
Páginas445-453
Data de publicação2007-03-01
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoJournal of Consumer Research (JOURNAL)
Identificadores do periódicoISSN: 0093-5301 • E-ISSN: 1537-5277
EditoraOxford University Press (OUP) (PUBLISHER)
DOI10.1086/510218
OpenAlexW2158669288
IdiomaEN
Citações recebidas14
Referências citadas27

Three experiments investigate the emotions that arise from buying or not buying at an unintended purchase opportunity and how they color evaluations of affective advertising appeals that are viewed subsequently. We demonstrate that buying can cause happiness tempered with guilt, while not buying causes pride. Consistent with the felt affect, respondents who had bought at time 1 subsequently prefer happiness appeals to pride appeals, while those who had refrained prefer pride appeals. Drawing attention to the initial purchase decision and varying the affect by manipulating the discount both moderate this effect. These results contribute to the literatures on self-regulation, emotions, and persuasion

Advertising · Affect (linguistics) · Business · Happiness · Persuasion · Political science · Pride · Unintended consequences · Behavioral Health and Interventions · Color perception and design · Consumer Behavior in Brand Consumption and Identification · Law · Psychology · Social Psychology