How I Feel Is More Important Than How You Feel: the Role of Process and Outcome Emotions on Object Evaluation

Sinem Atakan, University of Michigan, USA
Katherine A. Burson, University of Michigan, USA
Richard P. Bagozzi, University of Michigan, USA
Increasingly companies are encouraging consumers to be more involved in the production process. However, we know little about how process as well as outcome emotions affect consumers’ relationship with objects. Three studies demonstrate that positive process and outcome emotions result in attachment to, identification with, and higher valuation of the object. Symbolic meaning of the object mediates the effect of emotions on attachment and identification. Furthermore, process emotions are a more influential factor in shaping consumer-object relationship than outcome emotions.
[ to cite ]:
Sinem Atakan, Katherine A. Burson, and Richard P. Bagozzi (2009) ,"How I Feel Is More Important Than How You Feel: the Role of Process and Outcome Emotions on Object Evaluation", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 943-943.