Predicting consumer behavior with two emotion appraisal dimensions: Emotion valence and agency in gift giving

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19 Citations (Scopus)

Abstract

Decades of emotion research have demonstrated the unique influences of many specific emotions on consumer behaviors. These countless numbers of emotion effects can make it difficult to understand the role of emotions in consumer behavior. The current research introduces a parsimonious framework that can predict the effects of emotions on the consumer behavior of gift giving with just two appraisal dimensions: valence and agency. A series of studies examining gift giving reveals that positive emotions exert positive effects on gift giving, independent of their agency. In contrast, agency does predict the effects of negative emotions on gift giving. Negative self-caused emotions increase gift giving, whereas negative other-caused emotions decrease gift giving. These findings seem to hold for inactive and active emotions, and for uncertain and certain emotions. Together, these findings make a unique theoretical and empirical contribution to the understanding of emotions in gift giving. Moreover, it provides a pragmatic framework for both academics and practitioners.
Original languageEnglish
Pages (from-to)380-394
JournalInternational Journal of Research in Marketing
Volume31
Issue number4
DOIs
Publication statusPublished - 2014

Keywords

  • cognitive appraisals
  • positive emotions
  • consumption emotions
  • decision-making
  • cooperation
  • gratitude
  • guilt
  • love
  • feelings
  • exchange

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