The Varying Influences of Positive Emotions on Consumption Motivation

Abstract

This research investigates how subjective emotional experiences -which should be largely irrelevant to judgment and choices -impact consumers' reward-seeking behaviors. Extant theories of affective influences on consumption motivation have taken a valence-based approach, contrasting the effects of positive versus negative states of emotion. These approaches have not specified if and when distinct emotions of the same valence have different effects on motivation. This research not only demonstrates that positive emotions have a wide range of influences on motivation, but also how frequent exposure to distinct and unrelated positive emotions systematically affects reward-seeking behaviors.

How Do Positive Emotions Influence Online Purchasing Decisions?

“…This implies that a positive mood increases the likelihood of spending more and encourages less planned or spontaneous purchasing behavior. Another research by Wanglee (2013) has similar conclusions but has additional factors like motivation to seek rewards. The study concludes that distinct positive emotions, particularly those arising from unpredictable circumstances, can significantly enhance consumption motivation and reward-seeking behavior.…”