Question 1

What are incidental emotions and how do they affect consumer behavior?

Accepted Answer

Incidental emotions are feelings that consumers carry into financial transactions but are unrelated to the purchases themselves. For example, anger from a personal argument can trigger risk-seeking behavior, leading someone to buy overpriced items, while fear induces conservative choices. These emotions significantly influence buying and selling decisions even though they stem from external events.

Question 2

How does disgust influence people's willingness to buy or sell objects?

Accepted Answer

Disgust evokes a need to expel and avoid acquiring anything new. In experiments, participants experiencing disgust reduced both selling prices for items they owned and buying prices for new items compared to neutral conditions. This emotional state eliminates the endowment effect, the tendency to overvalue objects simply because one owns them.

Question 3

What is the endowment effect and how does sadness reverse it?

Accepted Answer

The endowment effect is the tendency for people to overvalue objects they own. Sadness reverses this by triggering a psychological need to change one's circumstances. Sad participants decreased selling prices to rid themselves of possessions while increasing buying prices to acquire new items, demonstrating that emotional states fundamentally alter how people value objects.

Question 4

How do researchers induce specific emotions in laboratory experiments?

Accepted Answer

Researchers use video clips to induce targeted emotions. Depressing movie scenes trigger sadness, unsanitary room scenarios evoke disgust, and nature documentaries serve as neutral controls. Participants are asked to imagine themselves in these situations and write down their feelings, creating a common laboratory technique for generating specific emotional states reliably.

Question 5

What is the Positive and Negative Affect Schedule and why is it used?

Accepted Answer

The Positive and Negative Affect Schedule is a self-reported questionnaire measuring baseline emotional states before experimental manipulation. Researchers administer it at the beginning of studies to establish pre-existing feelings, then repeat it after emotion induction to verify that the intended emotions were successfully triggered in participants.

Question 6

How can understanding emotional influences on valuation help marketers?

Accepted Answer

Marketers can strategically use emotions to influence purchasing decisions. Since sadness increases buying prices, salespeople might promote higher-priced goods to sad customers. Conversely, disgust reduces spending, so marketers should avoid triggering this emotion. Pleasant scents deliberately pumped into stores trigger positive emotions that lure unplanned purchases, demonstrating how persuasion motivational factors influencing attitude change shape consumer behavior.

Question 7

What experimental design compares how different emotions affect buying versus selling decisions?

Accepted Answer

A 3 x 2 between-subjects design tests three emotional conditions (sadness, disgust, neutral) across two transaction types (selling or choice). Participants in the selling condition own a highlighter set and indicate prices at which they'd sell it. Those in the choice condition decide between money and the item. This design reveals how emotions differently impact ownership valuations.

감정 유도 - 평가 퀴즈