Money, Product, and Individual: the Influence of Affective Interactions on Purchase Intentions
The product, the individual, and money (the medium of transaction) are three critical components of a purchase decision. Past research has shown that both products and money bills can generate high and low levels of affect. The product can be hedonic (high positive affect) or utilitarian (low positive affect). Money in big denominations generate higher affect than money in smaller denominations. Across three experiments, we examined how money-induced affect interacts with both product-induced affect and consumers’ affective traits to subsequently influence purchase intentions.
Himanshu Mishra, Arul Mishra, and Dhananjay Nayakankuppam (2008) ,"Money, Product, and Individual: the Influence of Affective Interactions on Purchase Intentions", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 36-38.
Himanshu Mishra, University of Utah
Arul Mishra, University of Utah
Dhananjay Nayakankuppam, University of Iowa
NA - Advances in Consumer Research Volume 35 | 2008
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