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Titolo:
Emotional contagion effects on product attitudes
Autore:
Howard, DJ; Gengler, C;
Indirizzi:
So Methodist Univ, Edwin L Cox Sch Business, Dallas, TX 75275 USA So Methodist Univ Dallas TX USA 75275 Sch Business, Dallas, TX 75275 USA CUNY Bernard M Baruch Coll, New York, NY 10010 USA CUNY Bernard M Baruch Coll New York NY USA 10010 , New York, NY 10010 USA
Titolo Testata:
JOURNAL OF CONSUMER RESEARCH
fascicolo: 2, volume: 28, anno: 2001,
pagine: 189 - 201
SICI:
0093-5301(200109)28:2<189:ECEOPA>2.0.ZU;2-E
Fonte:
ISI
Lingua:
ENG
Soggetto:
FAMILY DECISION-MAKING; WORD-OF-MOUTH; INDIVIDUAL-DIFFERENCES; EXPERIENCE; PERSUASION; BEHAVIOR; MIMICRY; POWER; MOOD; GIFT;
Tipo documento:
Article
Natura:
Periodico
Settore Disciplinare:
Social & Behavioral Sciences
--discip_BC--
Citazioni:
45
Recensione:
Indirizzi per estratti:
Indirizzo: Howard, DJ So Methodist Univ, Edwin L Cox Sch Business, Dallas, TX 75275 USA So Methodist Univ Dallas TX USA 75275 ss, Dallas, TX 75275 USA
Citazione:
D.J. Howard e C. Gengler, "Emotional contagion effects on product attitudes", J CONSUM R, 28(2), 2001, pp. 189-201

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 theyliked also resulted in receivers having a positive attitudinal bias towarda product. The happiness experienced by receivers via contagion was found to mediate the effects of sender emotion and receiver liking of the sender on receiver product attitudes. The second experiment replicated the first while demonstrating that observation of the facial expressions of senders byreceivers, thus allowing mimicking of smiling, was a necessary condition for emotional contagion to occur. The relevance of emotional contagion for understanding consumer behavior across various substantive domains is discussed.

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Documento generato il 29/11/20 alle ore 15:38:13