The Impact of Regulatory Goal Induced Emotions on Product Evaluations

摘要

Extant research shows that regulatory goals affect consumers' emotions, which in turn affects consumer behaviors. Nonetheless, previous research on the impact of emotional valence on evaluative processes reveals conflicting results. Specifically, while positive emotions are known to be associated with heuristic processing, they are also known to increase reasoning and to help individuals refrain from mood-threatening behaviors. Likewise, while negative emotions are shown to be associated with systematic processing, motivating individuals to eliminate the root cause of the problem, negative moods are also shown to prompt individuals to exhibit mood-lifting behaviors in order to escape from bad feelings.