Online from: 1988
|Title:||The role of positive emotions in experiential decisions|
|Author(s):||Kwortnik R J, Ross W T|
|Journal:||International Journal of Research in Marketing, Dec 2007, Volume: 24 Issue: 4 pp.324-335 (12 pages)|
|Keywords:||Consumer Behaviour, Decision Making, Holidays|
|Article type:||Research paper|
|Reference:||37AC201 (Permanent URL)|
Design/methodology/approach - Uses a multi-method research approach to triangulate on the nature of emotional experience during consumer decision making for experiential products (vacations), collecting data from 32 depth interviews, online discussion boards and chat rooms and a vacation-planning task involving 57 students.
Findings - Consumers experience imagery and emotion within the experiential decision process and some consumers perceive others to be hedonist fun-seekers while they perceive themselves to seek experiences of substance. Discovers that consumers view the experiential self that emerges from self-identity themes as a true self or a possible self and the more self-relevant the experiential product, the more imagery is invoked, and the more significant the role of emotion in the decision. Supports theories of emotion which posit that emotions are not irrational, but instead provide information and motivation, and identifies two forms of decision emotion: fantasy feelings and facilitative feelings.
Research limitations/implications - Proposes investigating the phenomenological distinction between fantasy and facilitative feelings, examining how consumers make sense of and express their feelings during decision making, exploring whether positive emotion creates a halo effect that dominates negative beliefs and expanding the decision context to other hedonic or self-relevant consumption.
Practical implications - By developing products and promotions that motivate consumers to imagine and project subjective meanings onto experiences, states that marketers facilitate the self-construction benefit of consumption.
Originality/value - Offers a phenomenological view of experiential decisions and the nature of emotion in the process.