Affect and Consumer Behavior: a Meta-Analytic Review

We report the results from a meta-analysis examining the influence of affect on evaluation and behavior, seeking to resolve discrepancies in findings by identifying mechanisms underlying affect-congruent versus affect-incongruent outcomes (i.e., analytical bias and affect regulation). Conducted moderator analyses include involvement, transparency of affect manipulation, and social normative effects.


Nancy M. Puccinelli, Dhruv Grewal, Scott Motyka, and Susan A. Andrzejewski (2012) ,"Affect and Consumer Behavior: a Meta-Analytic Review", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1120-1120.


Nancy M. Puccinelli, Oxford University, UK
Dhruv Grewal, Babson College, USA
Scott Motyka, Brandeis University, USA
Susan A. Andrzejewski, Franklin and Marshall College, USA


NA - Advances in Consumer Research Volume 40 | 2012

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