情感专一性和消费者行为：愤怒、悲伤及对活动的偏好--外文翻译参考文献.pdfVIP

C Motivation and Emotion, Vol. 28, No. 1, March 2004 ( 2004) Emotion Specificity and Consumer Behavior: Anger, Sadness, and Preference for Activity Derek D. Rucker12 and Richard E. Petty12 We examine the influence of two specific negative emotions (i.e., sadness and anger) on consumers’ preference for an advertised product promoting either activity (e.g., exercise) or passivity (e.g., relaxation). On the basis of empirical distinctions between the level of activation accompanying sadness and anger, and drawing upon a mood-as-information perspective, we hypothesized that individuals will have a preference for activity to passivity when in an angry compared to a sad emotional state. Thus, when angry, they preferred a product advertised as active, whereas when sad they preferred a product described in more passive terms. KEY WORDS: emotion; emotion specificity; persuasion. The study of emotion has long been recognized as an essential ingredient in the recipe of persuasion. Historically, the notion that understanding human emotions was crucial to persuasion has roots dating back as far as the ancient Greeks, as is evident from the writings of Aristotle (1991). Aristotle, although recognizing the need for logical argumentation, also suggested that an understanding of human emotions was critical for successful persuasion. In contemporary times, under- standing the relation between human emotions and persuasion has received con- siderable empirical attention by social psychologists (see Bless, Bohner, Schwarz, Strack, 1990; Petty, DeSteno, Rucker, 2001; Wegener Petty, 1994) as well as marketers (see Cohen Areni, 1991; Gardner, 1985; Pham, 1998). Common across the breadth of research programs is the recognition and demonstration that emotions play an incontrovertible role in influencing individuals’ judgments and decisions. 1Department of Psychology, Ohio State University, Columb