The Role of Ease in Consumers’ Emotional Judgments

This work examines the role of ease or fluency in emotional judgments. In particular, this research focuses on how the ease accompanying consumers’ thoughts about their own emotional experience influences emotional judgments and thereby the subsequent influence of emotions on consumer behavior. Drawing upon a burgeoning literature on metacognition, we examine how the ease with which emotional events are experienced influences consumers’ affective judgments. We find that the subjective ease accompanying the generation or reporting of emotion inducing events influences the degree of emotion experienced. Implications for consumer behavior, emotion, and metacognition are discussed.


Derek Rucker, Pablo Brinol, and Richard Petty (2007) ,"The Role of Ease in Consumers’ Emotional Judgments", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 324-330.


Derek Rucker, Northwestern University, USA
Pablo Brinol, Universidad Autonoma de Madrid, Spain
Richard Petty, Ohio State University, USA


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature

Seth Ketron, East Carolina University
Nancy Spears, University of North Texas

Read More


Potions and Antidotes for Jekyll: What Summons Moral Identity in Product Choices

Young Joo Cho, Korea University, Korea
Y. Rin Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea

Read More


Beyond Needs and Wants: How Networked Hyper-rational Economic Actors “Win” the Deal but “Lose” the Shopping Trip

Colin Campbell, University of San Diego, USA
Hope Schau, University of Arizona, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.