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| Author: | Kwotnik, R.J. Ross, W.T. |
| Title: | The role of positive emotions in experiential decisions |
| Journal: | International Journal of Research in Marketing
2007 : DEC, VOL. 24:4 p. 324-335 |
| Index terms: | emotions consumer choice |
| Freeterms: | experiential products |
| Language: | eng |
| Abstract: | This study examines how consumers experience decision making for experiential products. The authors combine data from three sources: 1) ethnographic interviews, 2) online community discussion forums and 3) an introspective vacation-planning task to examine the experience emotion in the decision process and to introduce a new model of decision making that extends extant decision theories. The authors find that consumers can experience many different positive emotions as they plan vacations, from facilitative feelings which guide the plan to fantasy feelings consumed for pleasure. In addition they found that positive emotions are most seen when the consumer's self identity is salient, and usually precedes more analytic information processing. |
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