Article2001

Emotional Contagion Effects on Product Attitudes: Figure 1

319 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Emotions and Moral Behavior

Abstract

Two experiments examine the existence of, and explanation for, emotional contagion effects on product attitudes. In the first experiment, emotional contagion occurred among “receivers” who “caught” a happy emotion from “senders” whom the receivers liked. The relationship between the emotion experienced by senders and receivers was found to be mediated by receivers mimicking smiling on the part of senders. Exposing receivers to happy senders they liked also resulted in receivers having a positive attitudinal bias toward a product. The happiness experienced by receivers via contagion was found to mediate the effects of sender emotion and receiver liking of the sender on receiver product attitudes. The second experiment replicated the first while demonstrating that observation of the facial expressions of senders by receivers, thus allowing mimicking of smiling, was a necessary condition for emotional contagion to occur. The relevance of emotional contagion for understanding consumer behavior across various ...

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References

2014Handbook of Social Cognition 1999The chameleon effect: The perception–behavior link and social interaction.1993River Magic: Extraordinary Experience and the Extended Service Encounter 1993Emotional Contagion 1987Social Ties and Word-of-Mouth Referral Behavior 1991Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective 1997Measuring Emotions in the Consumption Experience 1995How Consumers Consume: A Typology of Consumption Practices

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