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Emotional Calibration Effects on Consumer Choice

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  • Blair Kidwell
  • David M. Hardesty
  • Terry L. Childers

Abstract

This research extends the knowledge calibration paradigm to include emotional calibration. Two studies were conducted to investigate the effects of emotional calibration on consumer decision making. Emotionally calibrated consumers made higher-quality food choices, and these effects were predictive beyond cognitive ability and cognitive calibration. In a field experiment, emotional calibration enhanced obese consumers' decision quality by attenuating the impact of impulsive eating on caloric intake and reducing the effect of a vivid presentation of food choices. Theoretical implications are discussed for consumer emotional ability, confidence, and calibration, along with a motivation explanation for our findings. The significance of emotional calibration to future research is addressed along with a discussion of consumer well-being. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Blair Kidwell & David M. Hardesty & Terry L. Childers, 2008. "Emotional Calibration Effects on Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(4), pages 611-621, August.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:4:p:611-621
    DOI: 10.1086/591107
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    Cited by:

    1. Richerson, Rob & Mead, James A. & Li, Wenjing, 2020. "Evolutionary motives and food behavior modeling in romantic relationships," Journal of Business Research, Elsevier, vol. 120(C), pages 509-519.
    2. Pragati Hemrajani & Rajni & Rahul Dhiman, 2024. "Retail Investors’ Financial Risk Tolerance and Risk-taking Behaviour: The Role of Psychological Factors," FIIB Business Review, , vol. 13(1), pages 87-105, January.
    3. Belinda L?pez-Gal?n & Tiziana de-Magistris & Vincenzina Caputo, 2017. "The impact of emotional intelligence of consumers when purchasing products with nutritional claims," Economia agro-alimentare, FrancoAngeli Editore, vol. 19(2), pages 275-288.
    4. Hasford, Jonathan & Farmer, Adam & Waites, Stacie F., 2015. "Thinking, feeling, and giving: The effects of scope and valuation on consumer donations," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 435-438.
    5. Yao, Qi & Kuai, Ling & Wang, Cheng Lu, 2022. "How frontline employees' communication styles affect consumers' willingness to interact: The boundary condition of emotional ability similarity," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    6. Meeja Im & JaeEun Oh, 2016. "Effect of emotion regulation as a de-biasing mechanism on overconfidence in investment behavior," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(3), pages 209-225, September.
    7. Amber Gul Rashid & Wajid Hussain Rizvi & Huma Amir, 2020. "Deciphering brand loyalty through brand association and emotional confidence," Business Review, School of Economics and Social Sciences, IBA Karachi, vol. 15(1), pages 97-107, January-J.
    8. Yang, Wei & Zhang, Yu & Zhou, Yin & Zhang, Leinan, 2021. "Performance effects of trust-dependence congruence: The mediating role of relational behaviors," Journal of Business Research, Elsevier, vol. 129(C), pages 341-350.
    9. Pillai, Kishore Gopalakrishna & Kumar, V., 2012. "Differential Effects of Value Consciousness and Coupon Proneness on Consumers’ Persuasion Knowledge of Pricing Tactics," Journal of Retailing, Elsevier, vol. 88(1), pages 20-33.
    10. Sierra, Jeremy J. & Taute, Harry A. & Heiser, Robert S., 2012. "Explaining NFL fans' purchase intentions for revered and reviled teams: A dual-process perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 332-342.
    11. Sierra, Jeremy J. & Jillapalli, Ravi K. & Badrinarayanan, Vishag A., 2013. "Determinants of a lasting purchase: The case of the tattoo patron," Journal of Retailing and Consumer Services, Elsevier, vol. 20(4), pages 389-399.
    12. Hansen, Torben & Thomsen, Thyra Uth, 2018. "The influence of consumers’ interest in healthy eating, definitions of healthy eating, and personal values on perceived dietary quality," Food Policy, Elsevier, vol. 80(C), pages 55-67.
    13. Bublitz, Melissa G. & Peracchio, Laura A. & Andreasen, Alan R. & Kees, Jeremy & Kidwell, Blair & Miller, Elizabeth Gelfand & Motley, Carol M. & Peter, Paula C. & Rajagopal, Priyali & Scott, Maura L. &, 2013. "Promoting positive change: Advancing the food well-being paradigm," Journal of Business Research, Elsevier, vol. 66(8), pages 1211-1218.

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