To generate additional sales, marketers frequently cross-promote various kinds of related and unrelated product and service offers to their customers. This paper examines how offers of additional products in a cross-promotion context elicit the emotion of irritation in consumers, and subsequently, how such irritation might negatively influence consumers' attitudes toward the advertiser and the advertised focal brand as well as their intentions to purchase the brand. In addition, this paper examines the moderating effects of the consumer's need to evaluate. We hypothesize that additional offers of unrelated products lead to higher levels of irritation and that this effect is greater for consumers with a high need to evaluate (HNE) than consumers with a low need to evaluate (LNE) . In addition, we hypothesize that the emotion of irritation mediates the effects of additional product offers and the need to evaluate on attitudes and intentions. Empirical results support the proposed hypotheses.
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