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| Author: | Howard, D. J. Gengler, C. |
| Title: | Emotional Contagion Effects on Product Attitudes |
| Journal: | Journal of Consumer Research
2002 : SEP, VOL. 28:2, p. 189-201 |
| Index terms: | EXPERIENCE PRODUCTS PRODUCT ATTRIBUTES ANALYTICAL REVIEW |
| Language: | eng |
| 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 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. |
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