Beyond valence: The differential effect of specific negative emotions on an individual’s intention to consume an indulgent snack
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2018-07-04
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en
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Abstract
According to the Different Affect Different Effect (DADE) model, emotions of the same valence (e.g. sadness and anxiety) have differential effects on consumer behavior. Following the DADE-model, the paper researched specific types of negative emotions in the field of emotional eating. Three different negative emotions (sadness, anxiety, and guilt) and their impact on the intention to consume an indulgent snack were studied. Sadness was hypothesized to have a positive impact on the intention to consume an indulgent snack, whereas anxiety and guilt were hypothesized to have a negative impact on the dependent variable. Moderating variables included consumers’ dietary concern and their score on the so-called Power of Food scale. An online survey was used to collect data, in which distinct negative emotions were manipulated and participants’ intentions to consume an indulgent snack were measured. All hypotheses were rejected as no relationship was found between negative emotions and intention to consume. Dietary concern had a small negative impact on intention to consume an indulgent snack whereas power of food had a small positive impact. The end of the paper discusses potential research mistakes that might have contributed to the results and provides recommendations for academics carrying out similar research.
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Faculteit der Managementwetenschappen