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Benefits studying consumer behavior?

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October 30, 2007 10:49AM

Consumer researchers have recently turned their attention toward

exploring the imaginative, emotional, and evaluative components of

the consumption experience. Nevertheless, considerable work remains

to be done on the emotional aspects of consumer behavior. Toward

that end, this paper assesses the comparative reliabilities and

validities of two competing typologies of emotion when they are

applied to the representation of experiences associated with

consumption activities. Specifically, independent samples of judges

rated real experiential descriptions on either Mehrabian and

Russell's (1974) PAD dimensions or Plutchik's (1980) emotional

categories. Further, separate samples of judges evaluated

artificial descriptions on the same competing frameworks


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