4-L: Mixed Emotions Taking Me Over: How Anticipatory Emotions and Civic Risk Determine Choices For Stigmatized Products

Jerry Grimes, Grenoble Ecole de Management, France
Fighting temptations is human nature, but how exactly do we reconcile our personal desires for stigmatized products, whose consumption may negatively impact our civic standing? Two studies demonstrate how consumers appraise two closely linked stigmatized products (alcohol and cannabis) differently, considering situational factors, one’s anticipatory emotions and civic risk perception.
[ to cite ]:
Jerry Grimes (2017) ,"4-L: Mixed Emotions Taking Me Over: How Anticipatory Emotions and Civic Risk Determine Choices For Stigmatized Products", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1030-1030.