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Tempted or Not? The Effect of Recent Purchase History on Responses to Affective Advertising

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  • Anirban Mukhopadhyay
  • Gita Venkataramani Johar

Abstract

Three experiments investigate the emotions that arise from buying or not buying at an unintended purchase opportunity and how they color evaluations of affective advertising appeals that are viewed subsequently. We demonstrate that buying can cause happiness tempered with guilt, while not buying causes pride. Consistent with the felt affect, respondents who had bought at time 1 subsequently prefer happiness appeals to pride appeals, while those who had refrained prefer pride appeals. Drawing attention to the initial purchase decision and varying the affect by manipulating the discount both moderate this effect. These results contribute to the literatures on self-regulation, emotions, and persuasion. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Anirban Mukhopadhyay & Gita Venkataramani Johar, 2007. "Tempted or Not? The Effect of Recent Purchase History on Responses to Affective Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 445-453, December.
    • Handle: RePEc:oup:jconrs:v:33:y:2007:i:4:p:445-453
    DOI: 10.1086/510218
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    Cited by:

    1. Hongmin Ahn, 2022. "Emotional Intelligence as a Personality Trait That Predicts Consumption Behavior: The Role of Consumer Emotional Intelligence in Persuasive Communication," Sustainability, MDPI, vol. 14(22), pages 1-11, November.
    2. Septianto, Felix & An, Jake & Chiew, Tung Moi & Paramita, Widya & Tanudharma, Istiharini, 2019. "The similar versus divergent effects of pride and happiness on the effectiveness of loyalty programs," Journal of Business Research, Elsevier, vol. 99(C), pages 12-22.
    3. Tok, Dickson & Chen, Xi & Chu, Xing-Yu (Marcos), 2021. "“I Want It! Can I Get It?” How product-model spatial distance and ad appeal affect product evaluations," Journal of Business Research, Elsevier, vol. 135(C), pages 454-463.
    4. Ayla OZHAN DEDEOGLU & Ipek KAZANCOGLU, 2012. "Consumer Guilt: A Model of Its Antecedents and Consequences," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 12(1), pages 9-22.
    5. Japutra, Arnold & Septianto, Felix & Can, Ali Selcuk, 2022. "Feeling grateful versus happy? The effects of emotional appeals in advertisements on self-made products," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    6. Ying Wang & Jialing Pan & Yizhi Xu & Jianli Luo & Yongjiao Wu, 2022. "The Determinants of Impulsive Buying Behavior in Electronic Commerce," Sustainability, MDPI, vol. 14(12), pages 1-18, June.
    7. Qiang Yan & Lingli Wang & Wenjing Chen & Junghoo Cho, 2016. "Study on the influencing factors of unplanned consumption in a large online promotion activity," Electronic Commerce Research, Springer, vol. 16(4), pages 453-477, December.
    8. Allison, Thomas H. & Davis, Blakley C. & Webb, Justin W. & Short, Jeremy C., 2017. "Persuasion in crowdfunding: An elaboration likelihood model of crowdfunding performance," Journal of Business Venturing, Elsevier, vol. 32(6), pages 707-725.

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