Transforming Consumers Through Emotional Calibration

This research develops a theoretical framework to understand consumer emotional calibration and its impact on decision quality. Emotional calibration was achieved by either increasing emotional ability (study 1) or confidence (study 2). As a result, heightened emotional calibration engendered a more analytic processing strategy thereby decreasing the impact of implicit food associations on decision making. Miscalibrated individuals deferred to a more heuristic-based decision strategy thereby increasing the impact of the tasty = unhealthy implicit food association. A third study was designed to further understand the emotionally calibrated consumer by demonstrating that motivation is the theoretical mechanism underlying the ability to engage greater resources to support analytic processing and higher quality decisions.



Citation:

Kidwell Blair, Hardesty David, Childers Terry, and Hasford Jonathan (2011) ,"Transforming Consumers Through Emotional Calibration", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 518-519.

Authors

Kidwell Blair, University of Kentucky
Hardesty David, University of Kentucky
Childers Terry, Iowa State University
Hasford Jonathan, University of Kentucky



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

M9. Exploring Historical Nostalgia and its Relevance to Consumer Research

Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA

Read More

Featured

Portals of Transformation In Consumer Experiences

Linda L Price, University of Oregon, USA
Basil Arnould Price, York University, UK

Read More

Featured

The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information

Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.