L7. the Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior
The current work develops a framework to identify when positive emotions lead to increased shopping behavior. A field experiment with over a million transactions and a controlled lab study provide initial evidence that the environment in which a positive emotion is felt shapes the behavioral outcomes of that emotion.
Kelley Gullo, Duncan Simester, and Gavan Fitzsimons (2018) ,"L7. the Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 907-907.
Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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