The Influence of the Emotion of Disgust on Attitudes towards a Product and Purchase Decisions

• Autorzy: Anna M. Hełka , Ilona Stefanowicz

Warianty tytułu

Wpływ wstrętu na postawę wobec produktu i decyzję o zakupie

• Języki publikacji: EN

Abstrakty

Badania dotyczące wpływu wstrętu na podejmowanie decyzji ekonomicznych są bardzo rzadkie. Niniejszy artykuł stara się wypełnić tę lukę. Przedstawiono w nim wyniki badania, w którym badano postawę 87 kobiet wobec nowego na rynku polskim kremu do twarzy bezpośrednio po ekspozycji bodźca neutralnego lub wywołującego wstręt. Kobiety testowały, oceniały, a następnie mogły kupić krem. Porównano również, w jaki sposób na postawy i zachowania konsumentów wpływało wzbudzenie wstrętu powiązanego (produkt mógł zneutralizować bodziec wzbudzający wstręt) i niezwiązanego w żaden sposób z produktem. Uzyskane wyniki w dużej mierze potwierdziły postawione hipotezy. Kobiety, u których wzbudzono wstręt za pomocą bodźca powiązanego z produktem, miały bardziej pozytywną postawę wobec produktu niż kobiety z grupy kontrolnej oraz kobiety, u których wywołano wstręt za pomocą bodźca niewiązanego z produktem. Ze względu na zbyt wysoką według badanych cenę kremu żadna z kobiet nie zdecydowała się na jego zakup. (abstrakt oryginalny)

EN

Research regarding the impact of the emotion of disgust on economic decisions is scarce. To fll this gap, we present the results of a study that measured women's (N = 87) attitude towards a new face cream that they could buy following exposure to either a neutral or a disgust-inducing stimulus. Furthermore, we compared the infuence of disgust connected with a product (the product could neutralize the disgusting stimulus) to disgust not associated with the product. The results confrmed the signifcant infuence of disgust (but only disgust associated with the product) on the attitude towards the product. In particular, the women in the group in which we induced disgust connected with the product has a more positive attitude towards the cream than women in the control group and women in the group in which we induced disgust not associated with the product. Due to the cream's high purchase price, none of the women decided to buy it. (original abstract)

Słowa kluczowe

PL

Zachowania konsumenta; Decyzje konsumenckie; Podejmowanie decyzji; Proces podejmowania decyzji; Wyniki badań

EN

Consumer behaviour; Consumer decision; Decision making; Decision making process; Research results

• Czasopismo: Psychologia Ekonomiczna
• Rocznik: 2016
• Numer: nr 10
• Strony: 5-13

Twórcy

autor

Anna M. Hełka

• SWPS University of Social Sciences and Humanities, Katowice

autor

Ilona Stefanowicz

• SWPS University of Social Sciences and Humanities, Wrocław

Bibliografia

• Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-t
• Ajzen, I. (2002). Constructing a TpB Questionnaire: Conceptual and Methodological Considerations. Retrieved June 25, 2015 from: http://chuang.epage.au.edu.tw/ezfiles/168/1168/attach/20/pta_41176_7688352_57138.pdf
• Bonini, N., Hadjichristidis, C., Mazzocco, K., Demattè, M.L., Zampini, M., Sbarbati, A., & Magon, S. (2011). Pecunia Olet: The Role of Incidental Disgust in the Ultimatum Game. Emotion, 11(4), 965-969. https://doi.org/10.1037/a0022820
• Burke, M.C., & Edell, J.A. (1989). The Impact of Feelings on Ad-based Affect and Cognition. Journal of Marketing Research, 26(1), 69-83. https://doi.org/10.2307/3172670
• Chebat, J.C., Laroche, M., Badura, D., & Filiatrault, P. (1995). Affect and Memory in Advertising: An Empirical Study of the Compensatory Processes. The Journal of Social Psychology, 135(4), 425-437. https://doi.org/10.1080/00224545.1995.9712212
• Dens, N., De Pelsmacker, P., & Janssens, W. (2008). Exploring Consumer Reactions to Incongruent Mild Disgust Appeals. Journal of Marketing Communications, 14(4), 249-269. https://doi.org/10.1080/13527260802141231
• Epstein, S. (1972). The Nature of Anxiety with Emphasis upon Its Relationship to Expectancy. In C.D. Spielberger (Ed.), Anxiety: Current Trends in Theory and Research, 2 (pp. 291-337). New York: Academic Press.
• Frijda, N. (2005). Emotion Experience. Cognition& Emotion, 19(4), 473-497. https://doi.org/10.1080/02699930441000346
• Greenberg, J., Solomon, S., & Pyszczynski, T. (1997). Terror Management Theory of Self-esteem and Cultural Worldviews: Empirical Assessments and Conceptual Refinements. In M.P. Zanna (Ed.), Advances in Experimental Social Psychology, 29 (pp. 61-139). London: Academic Press.
• Harlé, K.M., & Sanfey, A.G. (2007). Incidental Sadness Biases Social Economic Decisions in the Ultimatum Game. Emotion, 7(4), 876. https://doi.org/10.1037/1528-3542.7.4.876
• Harlé, K.M., Allen, J.J.B., & Sanfey, A.G. (2010). The Impact of Depression on Social Economic Decision Making. Journal of Abnormal Psychology, 119(2), 440-446. https://doi.org/10.1037/a0018612
• Holbrook, M.B., & Westwood, R.A. (1989). The Role of Emotion in Advertising Revisited: Testing a Typology of Emotional Responses. In P. Cafferata & A.M. Tybout (Eds), Cognitive and Affective Responses to Advertising (pp. 353-371). Lexington, MA: Lexington Books.
• Isen, A.M. (2001). An Influence of Positive Affect on Decision Making in Complex Situations: Theoretical Issues with Practical Implications. Journal of Consumer Psychology, 11(2), 75-85.
• Lerner, J.S., Small, D.A., & Loewenstein, G. (2004). Heart Strings and Purse Strings Carryover Effects of Emotions on Economic Decisions. Psychological Science, 15(5), 337-341. https://doi.org/10.1111/j.0956-7976.2004.00679.x
• Leshner, G., Bolls, P., & Thomas, E. (2009). Scare' Em or Disgust 'Em: The Effects of Graphic Health Promotion Messages. Health Communication, 24(5), 447-458. https://doi.org/10.1080/10410230903023493
• Mandler, G. (1982). The Structure of Value: Accounting for Taste. In M. Sydnor Clark & S.T. Fiske (Eds), Affect and Cognition: The Seventeenth Annual Carnegie Symposium on Cognition (pp. 3-36). Hillsdale, NJ: Erlbaum.
• Olatunji, B.O., & Broman-Fulks, J.J. (2007). A Taxometric Study of the Latent Structure of Disgust Sensitivity: Converging Evidence for Dimensionality. Psychological Assessment, 19(4), 437-448. https://doi.org/10.1037/1040-3590.19.4.437
• Pinto, M.B., & Priest, S. (1991). Guilt Appeals in Advertising: An Exploratory Study. Psychological Reports, 69(2), 375-385. https://doi.org/10.2466/pr0.1991.69.2.375
• Plutchik, R. (1980). A General Psychoevolutionary Theory of Emotion. In R. Plutchik & H. Kellerman (Eds), Emotion: Theory, Research, and Experience, 1: Theories of Emotions (pp. 3-33). New York: Academic Press.
• Rozin, P., Haidt, J., McCauley, C., Dunlop, L., & Ashmore, M. (1999). Individual Differences in Disgust Sensitivity: Comparisons and Evaluations of Paper-and-pencil versus Behavioral Measures. Journal of Research in Personality, 33(3), 330-351. https://doi.org/10.1006/jrpe.1999.2251
• Russell, C.A. (2002). Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude. Journal of Consumer Research, 29(3), 306-318. https://doi.org/10.1086/344432
• Shimp, T.A., & Stuart, E.W. (2004). The Role of Disgust as an Emotional Mediator of Advertising Effects. Journal of Advertising, 33(1), 43-53. https://doi.org/10.1080/00913367.2004.10639150
• Smith, C.A., & Ellsworth, P.C. (1985). Patterns of Cognitive Appraisal in Emotion. Journal of Personality and Social Psychology, 48(4), 813-838. https://doi.org/10.1037/0022-3514.48.4.813
• Tanner Jr., J.F., Hunt, J.B., & Eppright, D.R. (1991). The Protection Motivation Model: A Normative Model of Fear Appeals. Journal of Marketing, 55(3), 36-45. https://doi.org/10.2307/1252146
• Tavassoli, N.T., Schultz, C.J., & Fitzsimons, G.J. (1995). Program Involvement: Are Moderate Levels Best for Ad Memory and Attitude Toward the Ad? Journal of Advertising Research, 35(5), 61-72.
• Tomkins, S.S. (1991). Affect, Imagery, Consciousness, 3: The Negative Affects: Anger and Fear. New York: Springer.
• Tugrul, T.O. (2015). The Impacts of Fear and Disgust on the Perceived Effectiveness of Smoking Warning Labels: A Study on Turkish University Students. Asia-Pacific Journal of Public Health, 27(2), NP506-NP512. https://doi.org/10.1177/1010539513475647
• Tybur, J. M., Lieberman, D., Kurzban, R., & DeScioli, P. (2013). Disgust: Evolved Function and Structure. Psychological Review, 120(1), 65-84. https://doi.org/10.1037/a0030778
• Williams, K.C. (2012). Fear Appeal Theory. Research in Business & Economics Journal, 5, 63-82.

Identyfikatory

DOI

https://doi.org/10.15678/PJOEP.2016.10.01