Affect Evaluation Or Regulation in Visual Art Consumption? the Influence of Pure and Mixed Emotions

Jianping Liang, Sun Yat-sen Business School, Sun Yat-sen University, China
Zengxiang Chen, College of Tourism and Service Management, Nankai University, China
This paper attempts to explore whether affect evaluation theories could predict consumers’ reactions during visual art consumption when emotions are pure positive or negative, and whether mixed emotions may lead to affect regulation so that consumers react more favorably to visual arts with positive emotions instead of negative emotions.
[ to cite ]:
Jianping Liang and Zengxiang Chen (2011) ,"Affect Evaluation Or Regulation in Visual Art Consumption? the Influence of Pure and Mixed Emotions", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 718-719.