Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms

26 Pages Posted: 18 Aug 2005  

Eduardo B. Andrade

University of California, Berkeley - Haas School of Business

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).

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

JEL Classification: M39

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: https://ssrn.com/abstract=783524

Eduardo B. Andrade (Contact Author)

University of California, Berkeley - Haas School of Business ( email )

545 Student Services Building, #1900
2220 Piedmont Avenue
Berkeley, CA 94720
United States

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