Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product Information
Journal of Consumer Research · 2001 · Volume 28 · Issue 1
Abstract
An affect-confirmation process is proposed to explain the conditions in which information that is similar in valence (i.e., evaluatively consistent) with a person's mood is weighted more heavily in product judgments. Specifically, the affect that participants experience as a result of a transitory mood state may appear to either confirm or disconfirm their reactions to product information, leading them to give this information more or less weight when evaluating the product as a whole. This affective confirmation typically occurs when hedonic criteria are considered more important in evaluation than utilitarian criteria. Four experiments confirmed implications of this conceptualization.
Keywords
Affect/emotions/mood, Cognitive processes, Inference making, Judgment and decision making, Motivation/desires/goals
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