Article ID Journal Published Year Pages File Type
882525 Journal of Consumer Psychology 2007 11 Pages PDF
Abstract

Individuals often rely on their affect for information. However, positive or negative affect may not be informative for individuals who are more prone to feel affect of this particular valence in general, unless they chronically monitor their internal states. A series of studies demonstrates that differences in individuals’ internal versus external focus of attention and in trait affective valence associated with their approach versus avoidance motivation determine reliance on affect as information. Specifically, our findings show that while positive affect is used as an input in product satisfaction judgments regardless of individuals’ approach versus avoidance motivation, negative affect is used only by individuals with a predominant approach motivation.

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Social Sciences and Humanities Business, Management and Accounting Marketing