Putting Your Best Face Forward: the Impact of Affect on Agent Preference

ABSTRACT - This investigation examines the impact of affect on consumer responses to a positive, neutral, or negative agent. Experiment 1 finds that under certain circumstances, consumers will avoid an affect-incongruent agent (i.e., an agent whose face conveys affect inconsistent with the consumer’s own). Experiment 2 provides evidence that consumers confronted by an affect incongruent agent actually feel worse in the short-term and respond more negatively to the products endorsed by the agent.



Citation:

Nancy M. Puccinelli (2003) ,"Putting Your Best Face Forward: the Impact of Affect on Agent Preference", in E - European Advances in Consumer Research Volume 6, eds. Darach Turley and Stephen Brown, Provo, UT : Association for Consumer Research, Pages: 218.

European Advances in Consumer Research Volume 6, 2003      Page 218

PUTTING YOUR BEST FACE FORWARD: THE IMPACT OF AFFECT ON AGENT PREFERENCE

Nancy M. Puccinelli, Emerson College, USA

ABSTRACT -

This investigation examines the impact of affect on consumer responses to a positive, neutral, or negative agent. Experiment 1 finds that under certain circumstances, consumers will avoid an affect-incongruent agent (i.e., an agent whose face conveys affect inconsistent with the consumer’s own). Experiment 2 provides evidence that consumers confronted by an affect incongruent agent actually feel worse in the short-term and respond more negatively to the products endorsed by the agent.

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Authors

Nancy M. Puccinelli, Emerson College, USA



Volume

E - European Advances in Consumer Research Volume 6 | 2003



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