The Influence of Affect on the Perceived Similarity of Preferences Between the Self and Others

Hakkyun Kim, University of Minnesota
EXTENDED ABSTRACT - Predicting the preferences and attitudes of other people is an important aspect of marketing and consumer behavior. The importance of predicting about others highlights the need for a better understanding of the factors that impact how people predict attitudes and preferences about other people. Despite an increasing interest in how people predict the preferences of others, there has been little effort to investigate how people are affected by the context in which a certain mood is induced. Thus, this paper aims to demonstrate how a person’s affective state can influence his or her predictions of others’ preferences and aims to investigate the mechanism by which affect influences his or her predictions of other people’s behaviors and attitudes.
[ to cite ]:
Hakkyun Kim (2005) ,"The Influence of Affect on the Perceived Similarity of Preferences Between the Self and Others", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 378-379.