The Role of Ease in Consumers’ Emotional Judgments

Derek Rucker, Northwestern University, USA
Pablo Brinol, Universidad Autonoma de Madrid, Spain
Richard Petty, Ohio State University, USA
This work examines the role of ease or fluency in emotional judgments. In particular, this research focuses on how the ease accompanying consumers’ thoughts about their own emotional experience influences emotional judgments and thereby the subsequent influence of emotions on consumer behavior. Drawing upon a burgeoning literature on metacognition, we examine how the ease with which emotional events are experienced influences consumers’ affective judgments. We find that the subjective ease accompanying the generation or reporting of emotion inducing events influences the degree of emotion experienced. Implications for consumer behavior, emotion, and metacognition are discussed.
[ to cite ]:
Derek Rucker, Pablo Brinol, and Richard Petty (2007) ,"The Role of Ease in Consumers’ Emotional Judgments", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 324-330.