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 MoreFeatured
M9. Exploring Historical Nostalgia and its Relevance to Consumer Research
Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA
Featured
Portals of Transformation In Consumer Experiences
Linda L Price, University of Oregon, USA
Basil Arnould Price, York University, UK
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