The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior

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ID: 304853
1986
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Abstract
Consumer researchers have recently turned their attention toward exploring the imaginative, emotional, and evaluative components of the consumption experience. Nevertheless, considerable work remains to be done on the emotional aspects of consumer behavior. Toward that end, this paper assesses the comparative reliabilities and validities of two competing typologies of emotion when they are applied to the representation of experiences associated with consumption activities. Specifically, independent samples of judges rated real experiential descriptions on either Mehrabian and Russell's (1974) PAD dimensions or Plutchik's (1980) emotional categories. Further, separate samples of judges evaluated artificial descriptions on the same competing frameworks. These data permit comparisons of reliability, internal validity, and external convergent validity for the two alternative schemes. The results favor Mehrabian and Russell's PAD paradigm and suggest the need for further research exploring types of emotional responses to the varieties of consumption experience.
Reference Key
openalex_W2059631616 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors William J. Havlena, Morris B. Holbrook
Journal journal of consumer research
Year 1986
DOI
10.1086/209078
URL
https://doi.org/10.1086/209078
Keywords Keywords not found

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