Will I Always Choose Champagne?: How Emotion Norms Shape Consumption Choices

Eugenia Wu, Cornell University, USA
Gavan Fitzsimons, Duke University, USA
Mary Frances Luce, Duke University, USA
Patti Williams, University of Pennsylvania, USA
This research examines how societally-held norms regarding emotion can have a surprising influence on our consumption choices. Across a series of four studies, we show that conforming to emotion norms can lead consumers to prefer products that elicit psychologically uncomfortable mixed emotions over those that elicit purely positive emotions.
[ to cite ]:
Eugenia Wu, Gavan Fitzsimons, Mary Frances Luce, and Patti Williams (2011) ,"Will I Always Choose Champagne?: How Emotion Norms Shape Consumption Choices", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.