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Future-Oriented Happiness: Its Nature and Role in Consumer Decision-Making for New Products
Cognitive evaluations only partially explain the consumer purchasing patterns, especially when consumers approach a product for the first time. In such an encounter, consumers anticipate the emotions they might experience as a result of their decision, as they cannot realistically evaluate product p...
Autores principales: | , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2020
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7242612/ http://dx.doi.org/10.3389/fpsyg.2020.00929 |
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author | Bettiga, Debora Lamberti, Lucio |
author_facet | Bettiga, Debora Lamberti, Lucio |
author_sort | Bettiga, Debora |
collection | PubMed |
description | Cognitive evaluations only partially explain the consumer purchasing patterns, especially when consumers approach a product for the first time. In such an encounter, consumers anticipate the emotions they might experience as a result of their decision, as they cannot realistically evaluate product performances. The work investigates the nature and the influence of these future-oriented emotions, namely anticipated and anticipatory happiness, in the first encounter with new products. Through a first laboratory study, adopting both physiological (micro-facial expressions analysis) and self-reported measures, we confirm the distinction between anticipated and anticipatory happiness. We further show the differential impact of these two emotional constructs on the consumer decision-making process by grounding on the Theory of Planned Behavior (TPB). Through a second study, based on a questionnaire, we further investigate the role of anticipated happiness within the TPB. We show that anticipated happiness is a pervasive emotional construct that influences all stages of the intention formation process. We discuss how these findings enrich existing knowledge on the interplay between cognitive and affective components of the decision-making process for new products. Moreover, we offer a methodological contribution to the use of physiological methods to assess emotions. |
format | Online Article Text |
id | pubmed-7242612 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2020 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-72426122020-05-29 Future-Oriented Happiness: Its Nature and Role in Consumer Decision-Making for New Products Bettiga, Debora Lamberti, Lucio Front Psychol Psychology Cognitive evaluations only partially explain the consumer purchasing patterns, especially when consumers approach a product for the first time. In such an encounter, consumers anticipate the emotions they might experience as a result of their decision, as they cannot realistically evaluate product performances. The work investigates the nature and the influence of these future-oriented emotions, namely anticipated and anticipatory happiness, in the first encounter with new products. Through a first laboratory study, adopting both physiological (micro-facial expressions analysis) and self-reported measures, we confirm the distinction between anticipated and anticipatory happiness. We further show the differential impact of these two emotional constructs on the consumer decision-making process by grounding on the Theory of Planned Behavior (TPB). Through a second study, based on a questionnaire, we further investigate the role of anticipated happiness within the TPB. We show that anticipated happiness is a pervasive emotional construct that influences all stages of the intention formation process. We discuss how these findings enrich existing knowledge on the interplay between cognitive and affective components of the decision-making process for new products. Moreover, we offer a methodological contribution to the use of physiological methods to assess emotions. Frontiers Media S.A. 2020-05-15 /pmc/articles/PMC7242612/ http://dx.doi.org/10.3389/fpsyg.2020.00929 Text en Copyright © 2020 Bettiga and Lamberti. http://creativecommons.org/licenses/by/4.0/ This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Psychology Bettiga, Debora Lamberti, Lucio Future-Oriented Happiness: Its Nature and Role in Consumer Decision-Making for New Products |
title | Future-Oriented Happiness: Its Nature and Role in Consumer Decision-Making for New Products |
title_full | Future-Oriented Happiness: Its Nature and Role in Consumer Decision-Making for New Products |
title_fullStr | Future-Oriented Happiness: Its Nature and Role in Consumer Decision-Making for New Products |
title_full_unstemmed | Future-Oriented Happiness: Its Nature and Role in Consumer Decision-Making for New Products |
title_short | Future-Oriented Happiness: Its Nature and Role in Consumer Decision-Making for New Products |
title_sort | future-oriented happiness: its nature and role in consumer decision-making for new products |
topic | Psychology |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7242612/ http://dx.doi.org/10.3389/fpsyg.2020.00929 |
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