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The Importance and functional significance of affective cues in consumer choice

Author: Darke, Peter R. ; Chattopadhyay, Amitava ; Ashworth, LaurenceINSEAD Area: MarketingIn: Journal of Consumer Research, vol. 33, no. 3, December 2006 Language: EnglishDescription: p. 322-328.Type of document: INSEAD ArticleNote: Please ask us for this itemAbstract: Existing evidence for affect's influence on information processing and choice under high elaboration is mixed. In addition, affective choice is often viewed as erroneous in that it is assumed to lead to regret. The authors show affect has a reliable impact on choice under high elaboration, which occurs through a combination of heuristic and systematic processing. Furthermore, consumers were able to correct for the impact irrelevant affect had on systematic processing, but not for its impact on less conscious heuristic processing. Finally, affective purchases led to greater long-term satisfaction for important purchases, suggesting affective choice can be functional.
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Existing evidence for affect's influence on information processing and choice under high elaboration is mixed. In addition, affective choice is often viewed as erroneous in that it is assumed to lead to regret. The authors show affect has a reliable impact on choice under high elaboration, which occurs through a combination of heuristic and systematic processing. Furthermore, consumers were able to correct for the impact irrelevant affect had on systematic processing, but not for its impact on less conscious heuristic processing. Finally, affective purchases led to greater long-term satisfaction for important purchases, suggesting affective choice can be functional.

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