The Effect Of Emotion On Consumer Attitudes

The effect of emotion has gained more and more attention in recent consuming and marketing research. Plenty of researches have shown that emotion would influent the cognitive process of consumer decision, in return influent consumers' attitude, assessment, and satisfaction of the products. Interacting with emotion are product type (Hedonic products vs. Utilitarian products) and goal type (Achievement goals vs. Protection goals). Product type can have influence on decision type, thus affect consumers' attitude. Goal type was also proved to be highly correlated with emotion processes.In our study, the relationship between congnitive load, emotion, and consumer attitudes was examined under a quasi-experimental condition. In additon, we further examed the effects of product type and goal type. The results shew that:1. Cognitive load has influence on negative emotion. Compared with participants under low cognitive load, participants under high cognitive load experienced more negative emotion.2. Negative emotion has influence on participants' attitudes toward the products. The intensity of the negative emtion that the participants have experienced is negatively correlated with their attitudes toward the products. Meanwhile, the intensity of the positive emtion that the participants have experienced is positively correlated with their attitudes toward the products.3. Product type interacted with emotion type on the effect of product attitude. It has moderated the effect of emtion type on hedonic attitude, general attitude, and willings to buy.4. Goal type has mediated the effect of positive emtion on utilitarian attitude and general attitude.