Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms

26 Pages Posted: 18 Aug 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).

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:

Eduardo B. Andrade (Contact Author)

Imperial College Business School ( email )

South Kensington Campus
Exhibition Road
London SW7 2AZ, SW7 2AZ
United Kingdom

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