![]() Specifically, the objective of the session was to present a range of studies that draw on different theoretical bases and methodological aspects to highlight various facets of negative affect and thus present a more holistic view. By integrating different research areas, the studies drew on a richer knowledge base and thereby increased our understanding of consumer decision making. The research presented in this session built on this literature and combined it with learnings from other research areas such as decision complexity (Luce, 1998 Bettman, Luce and Payne, 1998 and Luce, Payne and Bettman, 1999) and affect and cognition (Zajonc, 1980 Ortony, Clore, and Collins, 1988). Some researchers have looked at negative affect and its various components (Pham and Raghunathan, 1999 Pham et al, 2001 Keltner, Ellsworth, and Edwards, 1993 Lerner and Keltner, 2000 Lerner and Keltner, 2001 Tiedens and Linton, 2001). The papers in the session combined the insights from both marketing as well as the social cognition literature to present a broader spectrum of research that is being currently undertaken to draw new insights about consumer behavior. The interesting finding across these studies was that same valence emotions differentially impact consumers decision making. ![]() However, it is only recently that researchers have begun to explore the impact of different types of discrete emotions that have the same valence. Researchers in the areas of social cognition and marketing have been examining incidental or context-based emotion and its effect on different aspects of consumer decision making. ![]() All the three papers presented in the session highlighted the impact of different discrete negative emotions (e.g., anger, fear, sadness) on a variety of decision-related dependent variables. Does that mean that their effect on variables such as risk assessment, choice, and perception of future events is the same? This is the question that this session addressed. Rook, Valdosta, GA : Association for Consumer Research, Pages: 232-235.Īdvances in Consumer Research VolPages 232-235īEYOND VALENCE: NEGATIVE AFFECT AND ITS EFFECTS ON CONSUMER DECISION MAKINGĪnger, sadness, anxiety, fear Bwhat do they have in common? All these are emotions that possess a negative valence. Nitika Garg (2003) ,"Special Session Summary Beyond Valence: Negative Affect and Its Effects on Consumer Decision Making", in NA - Advances in Consumer Research Volume 30, eds.
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