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The Influence Of Affect On Product Evaluations And Enduring Consumption Enjoyment, James A. Mead
The Influence Of Affect On Product Evaluations And Enduring Consumption Enjoyment, James A. Mead
Theses and Dissertations--Marketing and Supply Chain
This dissertation consists of two essays on the influence of affect on consumer intentions and behavioral responses. In the first essay, the influence of negative affect on consumer satiation is investigated. In the second essay, the influence of conceptual fluency, a positive affective response of “feeling right” during advertising evaluations, evoked by the structural properties of memory networks, is identified.
In the first essay, how anticipated consumption variety influences consumers’ affective responses to slow satiation in the present is investigated. Prior research has focused on how cognitive appraisals of present variety influence consumers’ satiation rates. However, in addition to cognitively …