Two Roads to Affect Effects

This research sheds light on the debate of whether creating a strong positive affective reaction in a marketing environment should always lead to more favorable consumer reactions. When should managers try to influence consumers’ affective reactions to a product and when these efforts might backfire?


Nancy Puccinelli, Dhruv Grewal, Scott Motyka, Susan Andrzejewski, Tamar Avnet, and Michael Pham (2016) ,"Two Roads to Affect Effects", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 219-224.


Nancy Puccinelli, Oxford University, UK
Dhruv Grewal, Babson College, USA
Scott Motyka, Keck Graduate Institute, Claremont Colleges
Susan Andrzejewski, California State University, Channel Islands
Tamar Avnet, Yeshiva University, USA
Michael Pham, Columbia University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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