A study of emotion and reason in products and services

Arjun Chaudhuri

90 citations0/0 files storedJournal of Consumer Behaviour

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Decision-Making and Behavioral Economics Consumer Behavior and Marketing Influence Risk Perception and Management

Abstract

Abstract This study investigates the relationship between emotion, reason and perceived risk. Evidence is presented using an aggregative data set of 146 products and services which were randomly selected from the SIC (Standard Industrial Classification Codes) manual. It is demonstrated that emotional factors account for a significant and substantial portion of the variance in perceived risk even after the effect of rational factors (perceived differences between alternatives) has been taken into account. It is suggested that emotion be explicitly modelled in future conceptualisations of perceived risk. Copyright © 2002 Henry Stewart Publications.

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References

1891The Principles of Psychology 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1980Feeling and thinking: Preferences need no inferences.1989LISREL 7 : user's reference guide 1960Conflict, arousal, and curiosity.1987Emotion knowledge: Further exploration of a prototype approach.1985Measuring Consumer Involvement Profiles 1979An Information Processing Theory of Consumer Choice

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