The effect of mixed emotion under different experiential value－the example of innovations

• Main Authors: Hsiu-Kuan Hsiang, 向秀觀
• Other Authors: Yi-Ching Hsieh
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/88704474352678420480

碩士 === 國立中央大學 === 資訊管理研究所 === 96 === The purpose of this study is to understand which path through indirect experience and mixed emotion increase the consumers’ positive attitude towards the innovation products. Consumers are usually influenced by emotion and reason when making decisions. In addition, emotional influence can be assessed by usage expectations, and emotional responses can be influenced by changing consumers’ expectations before using the products. According to literatures, emotion is an important factor that affects human’s purchasing behavior; however, most of the literatures discuss this influence as pure emotion, such as “happy” or “sad”. Product innovation is the driving force behind many of today’s most successful companies. In other words, “innovation” is the important thing when we try to catch new business opportunity. Developing new products is the responsibility of research and development departments, but how to market the new product is marketer’s responsibility. For many consumers, the new products make them feel strange and compunctious. If the consumers exclude the new product, the product’s life circle will decline fleetly. Emotion will influence human’s decision and activity. In the real life, mixed emotion is existent and important path to influence the human behavior. To popularize innovation product is a serious issue for companies. This paper wants to control the consumers’ emotion and inducts consumer with indirect experience to the new product. The results were as expected after six experiments. We found that consumer through aesthetics which is the reactive sources of indirect experience to experience innovation products, and they will prefer to accept positive emotions first and negative emotions later. On the other hand, consumer through service excellence which is the reactive sources of indirect experience to experience innovation products, and they will prefer to accept negative emotions first and positive emotions later.