Is “Angry” More Fun Than “Happy” For Mobile Game Name? a Pleasure-Arousal Perspective

Drawing from pleasure-arousal theory, the present research reveals how the affective cue of brand name exerts influence on consumers’ experiential consumption. Findings show brand name with negative affective cues exhibit greater pleasure arousal than positive affective cue, and the effects are moderated by the need for entertainment and game involvement.



Citation:

Sara, H. Hsieh, Crystal, T. Lee, and Timmy, H. Tseng (2013) ," Is “Angry” More Fun Than “Happy” For Mobile Game Name? a Pleasure-Arousal Perspective", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 343-343.

Authors

Sara, H. Hsieh, National Chengchi University, Taiwan
Crystal, T. Lee, National Chengchi University, Taiwan
Timmy, H. Tseng, National Chengchi University, Taiwan



Volume

E - European Advances in Consumer Research Volume 10 | 2013



Share Proceeding

Featured papers

See More

Featured

Moral Arguments Are Most Persuasive in Changing Attitudes of Opponents of Genetically Modified Foods

Sydney Scott, Washington University, USA
Yoel Inbar, University of Toronto, Canada
Paul Rozin, University of Pennsylvania, USA

Read More

Featured

Unobserved Altruism: How Social- And Self-Signaling Motivations Shape Willingness to Donate

Jennifer Savary, University of Arizona, USA
Kelly Goldsmith, Vanderbilt University, USA

Read More

Featured

Major or Minor: When Foreign Language Increases Versus Decreases Cheating

Jia Gai, Erasmus University Rotterdam, The Netherlands
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands

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.