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.


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.


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


E - European Advances in Consumer Research Volume 10 | 2013

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