How Incidental Affect Alters Subsequent Judgments: Insights From Behavioral, Fmri, and Psychophysiology Studies

Hilke Plassmann, INSEAD, France
Beth M. Pavlicek, Ecole Normale Superieure & INSEAD, France
Baba Shiv, Stanford University, USA
Incidental affect prior to the consumption influences the evaluation of the consumed good, but the processes sub-serving this incidental reward effect is not well understood. We find that behavioral responses support “affect-as-information” theories, but the neural data find evidence for an “affect regulation” hypothesis.
[ to cite ]:
Hilke Plassmann, Beth M. Pavlicek, and Baba Shiv (2013) ,"How Incidental Affect Alters Subsequent Judgments: Insights From Behavioral, Fmri, and Psychophysiology Studies", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.