The effects of positive emotions and regulatory focus on consumer behavior

    Project: Research project

    Description

    The central aim of the research project is to (1) analyze, in depth, the nature of specific positive consumption-related emotions; (2) examine the behavioral consequences of a specific set of these emotions (defined by relevance) on other consumer variables viz. brand loyalty, word of mouth, and repurchase intentions; and (3) assess the extent to which motivational variables (such as regulatory focus) will moderate these effects across consumption situations.
    Short titleThe effect of positive emotions and regulatory focus on consumer behavior
    StatusFinished
    Effective start/end date1/01/011/01/05