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 title||The effect of positive emotions and regulatory focus on consumer behavior|
|Effective start/end date||1/01/01 → 1/01/05|
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