publication . Article . Other literature type . 2001

Emotional Contagion Effects on Product Attitudes: Figure 1

Howard, Daniel J; Gengler, Charles;
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  • Published: 01 Sep 2001 Journal: Journal of Consumer Research, volume 28, pages 189-201 (issn: 0093-5301, eissn: 1537-5277, Copyright policy)
  • Publisher: Oxford University Press (OUP)
Abstract
Two experiments examine the existence of, and explanation for, emotional contagion effects on product attitudes. In the first experiment, emotional contagion occurred among "receivers" who "caught" a happy emotion from "senders" whom the receivers liked. The relationship between the emotion experienced by senders and receivers was found to be mediated by receivers mimicking smiling on the part of senders. Exposing receivers to happy senders they liked also resulted in receivers having a positive attitudinal bias toward a product. The happiness experienced by receivers via contagion was found to mediate the effects of sender emotion and receiver liking of the sen...
Subjects
free text keywords: Marketing, Economics and Econometrics, Business and International Management, Arts and Humanities (miscellaneous), Anthropology, Consumer behaviour, Psychology, Happiness, media_common.quotation_subject, media_common, Communication source, Social psychology, Emotional contagion, Facial expression
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