Special Session Summary the Conscious and Unconscious Influences of Affective Responses on Consumer Experience, Choice, and Behavior

ABSTRACT - It has become increasingly acknowledged that consumers’ judgments and behaviors are not shaped solely by the deliberative consideration of attribute value but also by affective responses to products and services. The focus of this session is on the variety of affective responses underlying judgments and behaviors. The first paper, by Winkielman, Berridge, and Wilbarger, examines the effect of subliminal happy and angry facial expressions on consumers’ behaviors and judgments. The second paper by Raghunathan, Pham, and Corfman, investigates the influence of the conscious experience of anger, anxiety and sadness on the attractiveness of different consumption activities and behaviors. The third presenters (Darke, Chattopadhyay, and Ashworth) consider the experience of pleasure induced by music and its impact on choice decisions. Finally, in the last paper, Le Bel and DubT consider the effect of contextual manipulations on the subjective experience of pleasure and on behavioral judgments. The contributions of these papers enhance our understanding of the diversity of influences of affective experiences.

Citation:

Jordan L. LeBel (2001) ,"Special Session Summary the Conscious and Unconscious Influences of Affective Responses on Consumer Experience, Choice, and Behavior", in E - European Advances in Consumer Research Volume 5, eds. Andrea Groeppel-Klien and Frank-Rudolf Esch, Provo, UT : Association for Consumer Research, Pages: 163.

European Advances in Consumer Research Volume 5, 2001      Page 163

SPECIAL SESSION SUMMARY

THE CONSCIOUS AND UNCONSCIOUS INFLUENCES OF AFFECTIVE RESPONSES ON CONSUMER EXPERIENCE, CHOICE, AND BEHAVIOR

Jordan L. LeBel, Concordia University, Canada

ABSTRACT -

It has become increasingly acknowledged that consumers’ judgments and behaviors are not shaped solely by the deliberative consideration of attribute value but also by affective responses to products and services. The focus of this session is on the variety of affective responses underlying judgments and behaviors. The first paper, by Winkielman, Berridge, and Wilbarger, examines the effect of subliminal happy and angry facial expressions on consumers’ behaviors and judgments. The second paper by Raghunathan, Pham, and Corfman, investigates the influence of the conscious experience of anger, anxiety and sadness on the attractiveness of different consumption activities and behaviors. The third presenters (Darke, Chattopadhyay, and Ashworth) consider the experience of pleasure induced by music and its impact on choice decisions. Finally, in the last paper, Le Bel and DubT consider the effect of contextual manipulations on the subjective experience of pleasure and on behavioral judgments. The contributions of these papers enhance our understanding of the diversity of influences of affective experiences.

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