Affective Responses on Consumer Behavior: A New Perspective on IMC

19 Pages Posted: 2 Aug 2015 Last revised: 14 Jan 2020

Date Written: June 24, 2015


The prime objective of this paper is to shed light on incidental affect that the consumers experience while making a purchase decision, though unknowingly. Within psychology, to be specific, affect has received ample attention, with “Schimmack and Crites (2005) locating 923 references to affect between 1960 and 1980 and 4,170 between 1980 and 2000” (Cohen, Pham and Andrade, 2006). But, incidental affect has not been treated with due importance. The data in this study gathered from 60 respondents indicate that incidental affect plays a crucial role in framing the decision of the consumers and can be further explored as a new avenue of IMC. Researches on subliminal advertisements have been conducted, but that even failed to evoke satisfactory results, gathering mainly suspicion and criticism. Apart from that such studies have been conducted in laboratories mainly and such methods have been found to be tough to be tough to be implemented. Using this gap, the concerned study shows that incidental affect can be cultivated to bloom as a promising tool of future IMC.

Keywords: affective response, integral affect, incidental affect, impulsive buying

JEL Classification: B23, C12, C42, C90, C91, D12

Suggested Citation

Sur, Ratul, Affective Responses on Consumer Behavior: A New Perspective on IMC (June 24, 2015). Available at SSRN: or

Ratul Sur (Contact Author)

University of Kalyani ( email )

Kolkata, WI West Bengal 741235
9433010765 (Phone)
741235 (Fax)

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Abstract Views
PlumX Metrics