How I Feel is More Important Than How You Feel: The Role of Process and Outcome Emotions on Object Evaluation.

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    • Abstract:
      The article presents a study on the defensive model of suspicion relative to consumer choice. It investigates the result of consumer's choice when consumers are actively suspicious about marketer tactics. It notes that advertiser deception elicits defensive goals that which results in negatively biasing subsequent product attitudes. It mentions that defensive suspicion results in decisions which reduces the chance of being misled by promotional sales and chooses less expensive alternatives.