Affect and judgment
Başlık çevirisi mevcut değil.
- Tez No: 400541
- Danışmanlar: DR. BOBY COLDER
- Tez Türü: Doktora
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 1985
- Dil: İngilizce
- Üniversite: Northwestern Unıversıty
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Pazarlama Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
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Özet (Çeviri)
Several experiments investigated how affect influences judgments-frequency estimates and product evaluations, and behavior-amount of beverage consumed. Two experiments, adapting a paradigm from Johnson and Tversky (1983) examined the influence of affect induced by a story and cues provided by the context of experimental procedures on the frequency estimates of risks. The findings failed to replicate their results: negative affect did not increase all the estimates irrespective of their relation to the topic of the story. The estimation seems to have depended on the association with the story topic and on the cue conditions. In the third experiment, affect induced by a scare story about a beverage did not influence evaluation of all objects, rather its effect depended on the type of product evaluated. Even though the results were not readily interpretable, especially due to negative mood decreasing estimates of some risks in Experiments 1 and 2, and making ratings more favorable for some products in Experiment 3, the pattern of findings imply the following: 1) impact of mood seems to be dependent on the association between the cause of mood and the judged object, 2) the nature of this association may be something other than categorical proximity, and 3) contextual cues influence mood effects on judgments. It is argued that context dependent sources of activation and the process of refocusing will activate any portion of the associative network of memory selectively, resulting in various different responses, and not necessarily a generalized, mood congruent response to the object of judgment.
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