This study focuses on how emotions of different types affect perceived behavioral control (PBC), which, by referencing to service marketing and organizational behavior theory, is divided into three aspects: perceived participation (PP), perceived risk (PR), and perceived organizational support (POS) here. To explore how different types of emotions affect these three variables respectively, subjects' emotions are controlled through experiment. Results reveal that the type of emotion has significant influence on the three variable values. Positive emotion parallels the highest PP and POS values, while neutral emotion comes with the lowest PR value.Keywords: emotion, perceived participation, perceived risk, perceived organizational support
Research QuestionChina is becoming the world's most promising market thanks to an enormous population and expanding purchasing power. To tap the full potential of this huge market requires intensive study of Chinese consumers. Stimulating consumption and fueling domestic demand are now key drivers of China's GDP growth.PBC refers to people's perceptions of their ability to perform a given behavior. Drawing an analogy to the expectancy-value model of attitude PBC, as most scholars believe, can accurately predict the purchase intention of buyers (Ajzen, 1991;Hui & Bateson, 1991;Notani Notani, 1998;Kidwell and Jewell, 2003). There is plenty of research on emotions and consumers' purchase decisions, while few researcher turn their eyes tot how do emotions impact the decision making process. This thesis presents three PBC variables: PP, PR, and POS by referencing the study of emotion and consumer behaviors in service marketing theory and social psychology, and explores different values of the variables changing to emotions of varying types.
Literature Review
EmotionsResearch and literature related to emotions are already in massive number. How the complex-by-nature emotions are defined and understood, however, varies among scholars from different fields and different perspectives. James (1890) defined emotion as "adaptive behavior and physiological tendency" from the perspective of response tendency; Leeper (1948) "takes emotions to act essentially as motives, pervading and organizing behavior"; Lazarus (1984) defines, from interaction with environment, emotion as "an physiological and psychological responses to good or bad information in the present situation"; Campos focused on the relation between emotions and stimulus, and characterized emotions as "processes of establishing, maintaining, and disrupting the relations between the person and the internal or external environment, when such relations are significant to the individual". Emotions, as widely recognized by Chinese scholars, refer to people's attitudes, experience, and behavior actions to objective entities, thus a complicate mix of emotional experience, emotional behaviors, emotional arousal, and perception of emotional stimulation.Emotion evoking is a must to explore emotions, intentions and behaviors. Li Xiaobi...