Keep Calm and Smell the Roses: the Differential Impact of Low and High Arousal Emotions on Consumption Outcomes

We propose and find evidence in four studies that low (vs. high) arousal emotions has a positive impact on several consumption outcomes. We find that this occurs because low arousal emotions reduce mind-wandering, increasing consumers’ focus on the consumption experience itself, allowing for stronger connections with the product to develop.



Citation:

Maria Rodas and Rohini Ahluwalia (2017) ,"Keep Calm and Smell the Roses: the Differential Impact of Low and High Arousal Emotions on Consumption Outcomes", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 850-850.

Authors

Maria Rodas, University of Minnesota, USA
Rohini Ahluwalia, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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