Affect, Appraisal, and Consumer Judgment

13 Pages Posted: 13 May 2008

See all articles by Catherine Yeung

Catherine Yeung

National University of Singapore (NUS) - Department of Marketing

Robert S. Wyer

Hong Kong University of Science & Technology (HKUST) - Department of Marketing

Date Written: 2004

Abstract

When consumers receive verbal information about a product's attributes,the influence of the affect they are experiencing on their product evaluations depends on their belief that the product should be judged on the basis of hedonic versus utilitarian criteria. When consumers see the product before they receive attribute information, however, the product's appearance can stimulate them to form an affect-based initial impression that they later use as a basis for judgments independent of the criteria they would otherwise apply. Consequently, the mood that consumers happen to be in has different effects on their judgments than it would otherwise.

Keywords: Affect, Appraisal, Mood Effect, Consumer Judgment

JEL Classification: C91, M30, M31

Suggested Citation

Yeung, Catherine and Wyer, Robert S., Affect, Appraisal, and Consumer Judgment (2004). Journal of Consumer Research, Vol. 31, September 2004. Available at SSRN: https://ssrn.com/abstract=1131138

Catherine Yeung (Contact Author)

National University of Singapore (NUS) - Department of Marketing ( email )

Kent Ridge Crescent
Singapore 119260
Singapore

Robert S. Wyer

Hong Kong University of Science & Technology (HKUST) - Department of Marketing ( email )

Department of Marketing
Clear Water Bay, Kowloon
Hong Kong

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