IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v30y2003i3p352-67.html
   My bibliography  Save this article

How Good Gets Better and Bad Gets Worse: Understanding the Impact of Affect on Evaluations of Known Brands

Author

Listed:
  • Adaval, Rashmi

Abstract

Participants experiencing positive or negative affect judged products described by brand and attribute information. Four studies using parameter-estimation and reaction-time procedures determined whether the impact of affect on brand name was the result of its influence on (a) participants' perception of its evaluative implications at the time of encoding or (b) the importance they attached to it while integrating it with other information to compute a judgment. Results showed that positive affect increased the extremity of the brand's evaluative implications (i.e., its scale value) rather than the importance (or weight) that participants attached to it. A fifth experiment demonstrated the implications of these findings for product choices made 24 hours after affect was induced. Copyright 2003 by the University of Chicago.

Suggested Citation

  • Adaval, Rashmi, 2003. "How Good Gets Better and Bad Gets Worse: Understanding the Impact of Affect on Evaluations of Known Brands," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(3), pages 352-367, December.
    • Handle: RePEc:oup:jconrs:v:30:y:2003:i:3:p:352-67
    DOI: 10.1086/378614
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/378614
    Download Restriction: no
    File URL: https://libkey.io/10.1086/378614?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Lin, Chien-Huang & Chuang, Shih-Chieh & Kao, Danny T. & Kung, Chaang-Yung, 2006. "The role of emotions in the endowment effect," Journal of Economic Psychology, Elsevier, vol. 27(4), pages 589-597, August.
    2. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    3. Louro, M.J.S., 2005. "Leaving pleasure : Positive emotions and goal-directed behavior," Other publications TiSEM a8907dd8-8fb1-45c9-b72d-a, Tilburg University, School of Economics and Management.
    4. Jeremy J. Sierra & Harry A. Taute, 2019. "Brand tribalism in technology and sport: determinants and outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 209-225, March.
    5. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Kassianidis, Panagiotis & Sigala, Marianna, 2009. "Examining the Relationship between Emotions, Customer Satisfaction and Future Behavioral Intentions in Agrotourism," MPRA Paper 25355, University Library of Munich, Germany, revised 28 Sep 2009.
    6. Sanjay Pulligadda & Frank R Kardes & Maria L Cronley, 2016. "Positive affectivity as a predictor of consumers’ propensity to be brand loyal," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 216-228, March.
    7. McClure, Clair & Seock, Yoo-Kyoung, 2020. "The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    8. Benedicktus, Ray L. & Brady, Michael K. & Darke, Peter R. & Voorhees, Clay M., 2010. "Conveying Trustworthiness to Online Consumers: Reactions to Consensus, Physical Store Presence, Brand Familiarity, and Generalized Suspicion," Journal of Retailing, Elsevier, vol. 86(4), pages 322-335.
    9. Tafani, Eric & Roux, Elyette & Greifeneder, Rainer, 2018. "In the mood for action: When negative program-induced mood improves the behavioral effectiveness of TV commercials," Journal of Business Research, Elsevier, vol. 84(C), pages 125-140.
    10. Jen-Shou Yang & Li-Ching Tsai, 2023. "The moderating effects of trustor characteristics and the cost of being trusted on the relationship between felt trust and OCB intention," Review of Managerial Science, Springer, vol. 17(7), pages 2417-2441, October.
    11. Tian-Cheng Li & Chien-Chi Chu & Fan-Cun Meng & Qin Li & Di Mo & Bin Li & Sang-Bing Tsai, 2018. "Will Happiness Improve the Psychological Integration of Migrant Workers?," IJERPH, MDPI, vol. 15(5), pages 1-22, May.
    12. Moradi, Masoud & Badrinarayanan, Vishag, 2021. "The effects of brand prominence and narrative features on crowdfunding success for entrepreneurial aftermarket enterprises," Journal of Business Research, Elsevier, vol. 124(C), pages 286-298.
    13. Philip Maximilian Linhart & Olaf Stotz, 2022. "Which factors support trust in the recommendation process of pension products? Trust and pension products," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(4), pages 322-334, December.
    14. Mogilner, Cassie & Aaker, Jennifer & Kamvar, Sepandar, 2011. "How Happiness Impacts Choice," Research Papers 2084, Stanford University, Graduate School of Business.
    15. Thürridl, Carina & Kamleitner, Bernadette & Ruzeviciute, Ruta & Süssenbach, Sophie & Dickert, Stephan, 2020. "From happy consumption to possessive bonds: When positive affect increases psychological ownership for brands," Journal of Business Research, Elsevier, vol. 107(C), pages 89-103.
    16. Carl Obermiller & Alan Sawyer, 2011. "The effects of advertisement picture likeability on information search and brand choice," Marketing Letters, Springer, vol. 22(2), pages 101-113, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:30:y:2003:i:3:p:352-67. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.