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
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
Date posted: August 18, 2005
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