The Role of Emotions in Consumer Decision Making
博士 === 國立中央大學 === 企業管理研究所 === 94 === How does an individual’s emotional state affect risk-taking and consumer decision making? Building upon previous research, this article proposes that the effect of mood on risk-taking will affect consumer choice. The hypothesized effect of mood is tested with dif...
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| Format: | Others |
| Language: | en_US |
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2005
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| Online Access: | http://ndltd.ncl.edu.tw/handle/90851693312165861444 |
| Summary: | 博士 === 國立中央大學 === 企業管理研究所 === 94 === How does an individual’s emotional state affect risk-taking and consumer decision making? Building upon previous research, this article proposes that the effect of mood on risk-taking will affect consumer choice. The hypothesized effect of mood is tested with different types of consumer choice in six studies. Consistent with the hypotheses, the results indicate that subjects in a happy mood tend to be risk-aversive while subjects in a sad mood are inclined to take risks. Finally, implications of the findings and suggestions for future research are discussed.
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