Emotions in consumer behavior: a hierarchical approach

• Published in: Journal of business research Vol. 58; no. 10; pp. 1437 - 1445
• Main Authors: Laros, Fleur J.M., Steenkamp, Jan-Benedict E.M.
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 01.10.2005; Elsevier; Elsevier Sequoia S.A
• Series: Journal of Business Research
• Subjects: Basic emotions; Business studies; Consumer behavior; Consumer behaviour; Consumer emotions; Consumption; Economic analysis; Economic psychology; Effects; Emotions; Hierarchies; Hierarchy of emotions; Positive and negative affect; Specific emotions; Studies; Consumer emotions; Hierarchy of emotions; Specific emotions; Basic emotions; Positive and negative affect
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2003.09.013

A growing body of consumer research studies emotions evoked by marketing stimuli, products and brands. Yet, there has been a wide divergence in the content and structure of emotions used in these studies. In this paper, we will show that the seemingly diverging research streams can be integrated in a hierarchical consumer emotions model. The superordinate level consists of the frequently encountered general dimensions positive and negative affect. The subordinate level consists of specific emotions, based on Richins' (Richins, Marsha L. Measuring Emotions in the Consumption Experience. J. Consum. Res. 24 (2) (1997) 127–146) Consumption Emotion Set (CES), and as an intermediate level, we propose four negative and four positive basic emotions. We successfully conducted a preliminary test of this second-order model, and compare the superordinate and basic level emotion means for different types of food. The results suggest that basic emotions provide more information about the feelings of the consumer over and above positive and negative affect.