Emotional Calibration Effects on Consumer Choice
Blair Kidwell, David M. Hardesty, Terry L. Childers
Journal of Consumer Research · 2008 · Volume 35 · Issue 4
Abstract
This research extends the knowledge calibration paradigm to include emotional calibration . Two studies were conducted to investigate the effects of emotional calibration on consumer decision making. Emotionally calibrated consumers made higher-quality food choices, and these effects were predictive beyond cognitive ability and cognitive calibration. In a field experiment, emotional calibration enhanced obese consumers' decision quality by attenuating the impact of impulsive eating on caloric intake and reducing the effect of a vivid presentation of food choices. Theoretical implications are discussed for consumer emotional ability, confidence, and calibration, along with a motivation explanation for our findings. The significance of emotional calibration to future research is addressed along with a discussion of consumer well-being.
Keywords
Affect/Emotions/Mood, Compulsive/Impulsive Consumption, Health, Nutrition, Safety, Judgment and Decision Making, Psychometrics Issues
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