作者
Eduardo B Andrade
发表日期
2005/12/1
期刊
Journal of consumer research
卷号
32
期号
3
页码范围
355-362
出版商
The University of Chicago Press
简介
The proposed model integrates two streams of research on affect by specifying how evaluative and regulatory mechanisms interact to guide behavior. Two experiments demonstrate that when no mood changes are expected, the affective evaluation mechanism guides behavior, leading to a monotonic increase in behavioral intentions as affect conditions shift from negative to positive. When participants expect the behavioral activity to change their current affective states, a combination of affect regulation and affective evaluation produces a U-shape pattern when a mood-lifting cue is present (experiment 1) and an inverted U-shape pattern when a mood-threatening cue is present (experiment 2).
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