Abstract

http://ssrn.com/abstract=783524
 
 

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Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms


Eduardo B. Andrade


University of California, Berkeley - Haas School of Business


Journal of Consumer Research, Vol. 32, pp. 355-362, December 2005

Abstract:     
The proposed model integrates two streams of research on affect by specifying how evaluative and regulatory mechanisms interact to guide behavior. Two experiments demonstrate that when no mood-changes are expected, the affective evaluation mechanism guides behavior, leading to a monotonic increase in behavioral intentions as affect conditions shift from negative to positive. When participants expect the behavioral activity to change their current affective states, a combination of affect regulation and affective evaluation produces a U shape pattern when a mood-lifting cue is present (experiment 1) and an inverted U shape pattern when a mood-threatening cue is present (experiment 2).

Number of Pages in PDF File: 26

Keywords: Affect as information, mood congruency, affect regulation, emotion

JEL Classification: M39

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Date posted: August 18, 2005  

Suggested Citation

Andrade, Eduardo B., Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms. Journal of Consumer Research, Vol. 32, pp. 355-362, December 2005. Available at SSRN: http://ssrn.com/abstract=783524

Contact Information

Eduardo B. Andrade (Contact Author)
University of California, Berkeley - Haas School of Business ( email )
545 Student Services Building
Berkeley, CA 94720
United States
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