The role of affective choice mode in the consumer purchase of expressive products |
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| Institution: | 1. Department of Urology, Glickman Urological and Kidney Institute, Cleveland Clinic, Cleveland, OH;2. Cleveland Clinic Lerner College of Medicine, Education Institute, Cleveland Clinic, Cleveland, OH;3. Department of Biomedical Engineering, Lerner Research Institute, Cleveland Clinic, Cleveland, OH;4. School of Medicine, Wake Forest University, Winston-Salem, NC;1. Department of Health Management and Policy, University of Michigan School of Public Health, Ann Arbor, MI;2. Department of Sociology, University of Michigan, Ann Arbor, MI;3. Department of Nutritional Sciences, University of Michigan School of Public Health, Ann Arbor, MI |
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| Abstract: | Based on Zajonc's (1980) thesis, a concept of Affective Choice Mode is developed. It is argued that when products are expressive (i.e., they are sought for psycho-social goals rather than for utilitarian goals), then the predominant mode of consumer brand selection is the affective choice mode. This mode is contrasted with the traditionally assumed information processing mode. Using survey data from 192 consumers and employing LISREL analyses it is shown that (a) although involvement leads to information processing, (b) expressiveness makes affective choice mode more likely, which in turn (c) suppresses information processing. Research and managerial implications of the present work are discussed. |
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